Paul Houston

4 ways food manufacturers can offer greater value and creativity

by Paul Houston on July 23, 2015

There’s no mistaking the fact the food industry is rapidly evolving. According to Kantar Worldpanel, the grocery industry has shrunk for the first time in 20 years.

What’s more, UK supermarkets are on a major drive to rationalise stock lines, taking competition for shelf space to another level.

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The days where food manufacturers simply supplied a good quality product have gone

Today’s retailers want brands that can provide them with increased value and greater creativity.

Here are 4 steps you can take to ensure you demonstrate your true brand value:

  1. Be range review ready – one way in which you can increase your competitive advantage and add real value is by having a clear understanding of the range review process.
  1. Gather and share data with retailers – ideally, your data should enable you to understand and develop a more detailed insight into your customers’ key motivations and habits.
  1. Show your brand reach – having an established brand personality and voice enables you to deliver integrated marketing campaigns that generate interest around your products, brands and promotions.
  1. Differentiate yourself from the crowd - an increasing number of food and drink manufacturers are protecting themselves from today’s cost-cutting climate by bringing more niche products to market.

For practical advice on how to implement these 4 steps, download our free eguide, ‘How food manufacturers can demonstrate true brand value.’


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Paul Houston

This post was written by Paul Houston

Paul is Cognition's Sales Director with over 25 years’ experience. Paul is a motivated and driven sales and marketing professional who strives to expand, develop and enrich businesses.

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