Brandscape

Hitting the Brand sweet spot

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Innovation in product development has been a critical driver for the UK British confectionery business, especially in the retail sector. The market is highly competitive, and manufacturers must constantly develop new flavours and products to stay ahead of the game.

One area of innovation that has been particularly successful is the introduction of new flavours. Consumers are always looking for new and exciting tastes, and confectionery manufacturers have responded quickly. For example, Cadbury launched its Dairy Milk with Oreo in 2012, which became an instant hit with consumers. Similarly, Nestle has introduced a range of KitKat flavours, including green tea and matcha, which have proved popular with consumers looking for something different.

Manufacturers are also experimenting with different ingredients to create new and exciting flavours. For example, in 2020, Mars launched its vegan Galaxy chocolate bar made with hazelnut paste instead of dairy. This was a significant move, as it allowed the company to tap into the growing vegan market and appeal to consumers looking for plant-based alternatives.

Packaging innovation is another area where manufacturers are focusing their efforts. The packaging of confectionery products significantly impacts their appeal to consumers, and manufacturers are always looking for ways to make their products stand out on the shelf. For example, Lindt has an exciting approach to packaging and aisle appeal with their Pick & Mix stations seen in larger UK Sainsbury’s stores; after all, who doesn’t love the thrill of the Pick ’n’ Mix when all the standard rules of value for money seem to go out of the window!

Finally, manufacturers are also responding to the trend for healthier options by introducing products with reduced sugar or calorie content. For example, Kestrel Foods new Nutm!lk range which are Vegan, Gluten Free and have Less Sugar. These are really tasty treats.

In conclusion, innovation in product development is crucial for the UK British confectionery business to remain competitive in the retail sector. Manufacturers are constantly introducing new flavours, experimenting with ingredients and packaging, and responding to consumer demand for healthier options. This ensures that the market remains dynamic and appealing to consumers in the UK and worldwide.

To see how Wow Me has helped confectionery and snacking brands, please take a look at the examples below.
Development of a luxury share bag for Forest Feasts
Developing a seasonal offering at Christmas for Lily O’Brien’s
Making new memories with family favourites for Swizzles

Wow Me has helped many confectionery brands with packaging development. Feel free to drop us a line to see how we can help you find a sweet spot! hello@wowmedesign.com

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