Why is it that the free from aisle is often free from appeal and excitement
One word that often comes up when you chat to brands and clients about the ‘free from’ space is the word compromise. Compromise is a tricky word and conjures up the notion of ‘not quite as good’.
In fact, many of the products are absolutely fantastic and faced with the challenge many consumers wouldn’t be able to spot the difference, so why is it an area so free from any love and attention from a brand point of view?
The image below from Freee is a good example of where brands aren’t potentially doing themselves, any favours, by taking a very functional and utilitarian approach tends to support the idea of ‘compromise’ before the consumers even got it home.
Clearly brands operating in this space need to communicate their point difference but why should that be at the sacrifice of taste?
Be the brand that shout “as good as” or end up being the one that cues compromise.
#Branding, #Design, #Marketing, #Packaging
