TVE COMMENTS TWICE IN THE GROCER THIS WEEK
Posted by Anne-Cecile Bertrand on September 16, 2010
Comment on this article
We are delighted to announce that TVE is featured twice in this week’s The Grocer Magazine:
Guy Grimsley, Consultant at TVE, comments on the news story that Mars is ditching its Galaxy probiotic dairy shots range less than a year after launch.
“Consumers shopping this fixture are less bothered by taste and may even buy in spite of it in the same way they buy cod liver oil”
“Fruit flavours are an easy way into the category. Mars would have had to work a lot harder to make consumers understand Galaxy shots.”
Read the full article on The Grocer online
Sally Moses, Senior Consultant at TVE, commented some months back on Pepsi Raw.
Now that the news has broken that the product is being taken off the market, Sally comments once again:
“Backing the brand’s off-trade rollout with clearer branding and an above-the-line marketing campaign to trumpet its natural credentials could have made the difference between success and failure.”
“If marketed correctly carbonated soft drinks with health credentials can find success,” says Moses. She cites Coca-Cola’s Sprite Green brand in the US. “It looks an edgier drink than Raw and is very clear on the benefits as it flags up the natural sweetener ingredient. It’s a lovely example of how a natural drink can be done in a more compelling way. And it remains true to the Sprite brand, whereas Raw cans look like a sepia photo of something and have lost a lot of the Pepsi brand cues.”
Read the full article on The Grocer online
No Comments