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NEW food marketing regulations theme analysis

akhilesh22 Sep 2022 Business

Food regulation has been a hot topic in recent years due to the proliferation of cannabidiol (CBD)-infused food innovations, countries cracking down on unhealthy foods that are high in fat, salt, and sugar (HFSS) being marketed to children, and meat alternative technology growing more advanced. These three sectors will be explored more deeply in this report, as they represent three types of regulatory gray zones: a previously controlled substance being incorporated into food, food types that are increasingly being viewed as potentially harmful to children, and novel foods that push the boundaries of what was thought possible. The phenomenon of digitalization has led to companies leveraging social media to attract more consumers.

Most of the excitement and discussion today in the packaged food business centers around emerging brands and the challenge they pose to big brands. While true, it’s also accurate to say that big brands, including many that have been around for over a century, still dominate packaged foods categories in terms of sales rankings.
All of us in the industry should be asking ourselves every day what a brand needs to do to stand the test of time. Longevity has its virtues, but it’s very difficult to achieve, NEW food marketing  particularly in the branded food business.
To help provide some answers to this question – as well as to hopefully stimulate more conversation and additional questions on the subject – I identified eight brands that have been around for what some might say is forever and remain the number one or two sellers in their respective categories to this day.

The brands are Heinz Tomato Ketchup; French’s Yellow Mustard; Hellmann’s/Best Foods Mayonnaise (Hellmann’s east of the Rocky Mountains, Best Foods west of the Rockies); Lea & Perrins Worcestershire Sauce; Kellogg’s Corn Flakes; Carnation Evaporated Milk; McIlhenny Co. Tabasco Sauce; and Quaker Oats.

These brands were all founded a century or more ago and have earned the position of beloved brands, not because consumers named them as a brand they love in a poll or survey, but rather because year-after-year, decade-after-decade, these brands (and there are others as well) have dominated their respective categories in the most important poll of all – sales.

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