Like any young brand it’s impossible to feel anything other than immeasurable pride when you see your brand concept sitting resolutely on the shelves of some well-known retailer. And yet the inevitable truth is that however visionary or cutting edge your ‘big’ idea might be, no-one gets everything ‘bang on perfect’ at the first time of asking.
In hindsight it would appear that our packaging, that’s right the primary marketing medium since the dawn of time was our Achilles’ heel. It was during an invaluable trial within 60 Sainsbury’s stores courtesy of their ground-breaking FUTURE BRANDS team that we discovered that from any distance our protein bar was quite simply under-selling itself.
We’d downplayed our ‘beefiness’ meatiness or even Britishness fearful that such an approach might be deemed a tad polarising, even showy and yet the jaw-dropping reality is that no brand can please everyone, in which case play to your strengths!
The new look isn’t a radical overhaul, more of a polite evolution that seeks to underpin the unmistakable reality that ingredients are king, which is surely what good marketing is about because radical, knee-jerk responses rarely work out well.
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