Friday May 28, 2010

Product Taglines Tell Bigger Story

Brand taglines, making a distinct connection between product, company values, and consumer values, were evident on the Sweets & Snacks EXPO floor.

Cara Figgins, co-owner of Partners, which recently launched the Get Movin’ Snacks line, says her brand’s tagline, “The smart, healthier alternative to salty snacks,” reflects the company’s key target markets: the family shopper and teens old enough to make decisions about what they are eating. “We need to have snack choices that families are excited about eating,” she says, and adds, “We're trending up to teens so their only choice isn’t Doritos.”

JP Mackey, director of sales for Snikiddy, maker of “family-friendly snack foods,” says the company is also going after the household buyer making healthy choices for his or her family. The company’s tagline, “Simple. Wholesome. Real.” is claimed to hit home.

During a keynote session at the EXPO, Lynn Dornblaser, director of CPG Trend Insights at Mintel, noted that more and more successful brands are telling stories on their packaging, and called out Nutorious, manufacturers of gourmet nut snacks, as doing an exceptional job.

“Cookies for Breakfast” is Almondina/YZ Enterprises, Inc.’s trademarked tagline. According to Mike Connors, national sales director for Almondina, “Chains are realizing that they have an obligation to offer customers healthier options for their morning customers.” He notes that retailers are starting to place Almondina floor shippers next to their coffee stations to make the connection.

Meanwhile, Nutorious snack’s tongue-in-cheek taglines, “We didn’t mean for it to be addictive” and “Nutorious might make you more interesting at parties,” reflects the brand’s lighter tone and the fact that the company’s nut mixes, such as Cherry Vanilla Va-Voom, Cha Cha Chipotle and Blueberry Lemon Merengue, are anything but traditional.