Page 17 - Cubo - Winning In Plant-Based

Consumers will For real, long-term

success, we need to

need balance

recognise innovation

is really hard!

The market is complex and

fluid at the moment, but it will
settle. Not least because, as The often cited failure stats show how difficult it is to

consumers, we need a degree breakthrough with new products! Even in a growing
of familiarity to balance out category you can't afford to take too many shortcuts
our desire to try new things or liberties, and you need to get the little things right!

Familiar & New & The failure of Garden Gourmet (in the UK – it still exists
Trusted Exciting in Europe and we’re assured it will be back in the UK!)

shows that even the likes of Nestlé can get things
wrong – reinforcing the importance of focusing on the

details and perfecting the execution

Gradually those who are ‘dabbling’ now will become regular buyers, and once
this happens we need big, recognisable, commonly available brands to act as
heuristics to help us deal with all the complexity of choice

We see it in virtually every category, where consumers have a desire to try
new things (to the right of the see-saw), but also they need a firm staple or
two – the brand they go to when they don’t want or need to think about it
– your Heinz ketchup, Coca-Cola, Muller yoghurt etc.

Interestingly at the moment in (the UK anyway) there’s only really one big
player in this staple zone. Quorn is a good brand no doubt, but it’s far from
impenetrable and maybe not best positioned for the flexitarian consumer…
To do innovation well
ABSOLUTELY NO DOUBT there is room for more bigger brands in this category

you need to know your
Brands need to keep it fresh, consumers need to stay engaged. So even
once you’re established, trusted & familiar, you need to go new & exciting
periodically with well planned innovation to maintain interest /connection consumers!
and continue to fuel the ‘establishment’ position!

16 17