You’ve probably heard of Amazon’s expansion into tech products with the Amazon Echo, but have you ever heard of Cheetos chapstick? Both are examples of brand extensions. Many brands look to leverage their existing brand equity to introduce new products, tapping into established consumer trust and loyalty while expanding market reach and revenue. Brand extensions are … Continued
What is Private Label? The Basics Private label goods (or "store brands"), are products made by third party companies, but typically sold by another under a different retailer brand name. Visit most major retailers and you'll begin to see these products all over – from food and beverages, to household items. This setup allows retailers … Continued
Why do private label brands struggle to create emotional connection? While there are some caveats to this rule, generally speaking, private label brands often struggle to emotionally connect with consumers in the same way mainstream brands can. There’s several reasons why: 1. Brand Identity: Private label brands typically have less distinctive and developed brand identities … Continued
In the global food and beverage industry, standing out is crucial for capturing consumer attention and driving growth. Your brand must navigate a competitive landscape, while also trying to connect with discerning consumers, in a variety of geographic markets. That’s not easy to do, especially alone. To help you succeed, we’re compiling a list of … Continued
In 2022, Health Canada made a decision that requires new Front Of Package (FOP) Nutrition Symbols be added to certain products. While the change is aimed at better educating consumers about their purchasing decisions, for brands, it means adding an unsightly icon or maybe even undertaking an entire packaging revamp. What Are the Canadian FOP … Continued
Canada's new Front-of-Pack (FOP) nutrition labelling requirements are coming into effect in 2026, marking a significant step forward in helping consumers make informed choices about the foods they purchase. These regulations mandate that prepackaged foods meeting certain criteria must display a clear and concise nutrition symbol on the front of the package, making it easier … Continued
You're Reading Part 2 - View Part 1 In the second and final part of our series on CPG marketing books, we curated a list of 11 top books for consumer brands at every stage. Separated into three topics, these books cover how to differentiate your brand in consumer’s minds, create lasting connections through effective … Continued
You're Reading Part 1 - View Part 2 A quick web search for books about CPG will show you more than 25 different covers almost immediately — with barely any scrolling necessary. You could choose your next read by cover art, but if you don’t want to judge a book by its cover, use our … Continued
In today's competitive market, licensing stands out as a powerful strategy to elevate brand growth. This approach not only boosts credibility, but also attracts new audiences and retailers, offering a cost-effective alternative to building a brand from the ground up. What is Brand Licensing? Brand Licensing is the process of acquiring the limited use of … Continued
Speakers for Conferences Below you'll find a variety of people who've made appearances at food conferences in the US, Canadian food shows, and UK trade shows. Browse our list of keynote speakers and specialized industry speakers, and be sure to email us if you'd like to be added. Last updated: Jun 4, 2024 4 Popular … Continued