In 2013, the UK grocery market was worth £169.7 billion, an increase of 3.7% on 2012.
The market is very well populated and competitive with thousands of new products launched each year, however, it’s also a very rewarding market with a growing demand for different food products.
In the last few years the UK has seen a great resurgence in supply and demand for a huge variety of food products.
We only need to wander down the aisles of any supermarket to see this, from home-made micro-producers to more experienced artisan products, all creating some great products, this has given consumers an appetite for finding and trying different products, it’s never been a more exciting time and it’s showing no sign of slowing down.
So, if you are considering launching a new food product this year we may be able to help you achieve the right brand styling for your products. The key point is to get the basics of your product right – the market research, the ingredients, product testing and branding and packaging.
This is our area of expertise at Toast and we love to work on branding projects for food businesses and share our passion for clear, effective and creative brand design.
It has to be said that the most successful food brands in the UK are the ones that have a clear, confident brand identity that they involve in everything that they do, from the tone of voice of their messaging, the brand styling and packaging, marketing and advertising and even the name itself.
The producers that have recognised the value of good brand design early on are the ones that are reaping the rewards.
This doesn’t have to cost the earth, and it needn’t be the finished thing straight away, but if you ask yourself a key few questions early on in the life of your new product and do your homework, it will lead to greater success further down the line, giving you more time to spend doing what you really want to do….making and selling great products.
The answers to the above questions will give you more focus when it comes to defining the branding for your product and you will have a clearer understanding of what is right or wrong for your target audience.
The key thing is that they can find and understand your products, and clear branding will achieve this, but you need to have the confidence and understanding before you start the branding process with any design agency.
We find that the most successful branding projects always come from collaboration, the ones where our clients are involved in the decision-making process throughout, however the best projects are also the ones where the client has always kept focus on the end consumer, not making decisions simply based on personal taste.
For example choosing images or colours because they are a favourite, or selecting a font style that is unreadable but they ‘think it looks great’. The target audience is who everyone needs to focus on and the answers to the above questions should always remain in mind throughout the whole process.
Push the boat out when it comes to telling your brand’s story; it’s important to be different and for your target audience to take notice of what you have to say.
As mentioned above, get to know your target market: what current products do they buy, where do they shop, how often, how much do they spend on similar products to yours?
If you’re like any of the other food producers that we have met, you’re very passionate about what you do and why you’re doing it, it’s what you do. So why not tell the world about it? It’s a great selling point for people to understand how passionate you are and it’s what makes your brand offering unique, different and exciting – all part of your brand story.
Why be a copycat product? There are hundreds of those and they’re not around for very long, but what will truly give your products kudos and longevity is individuality and a product that is different to the rest.
This is where we come back to understanding your target market and giving them a product that they understand and know that it’s produced with them in mind. Everything that they see about your product should be consistent, either in its styling, messaging, images that the brand uses and tone of voice, consistency breeds trust.
Be prepared for the long journey. It won’t bring you riches overnight, but with hard work and continuing to love what you do it will be very rewarding, enjoy the ride.
At Toast, we love to work with food producers! We’re passionate foodies and our expertise can help producers to tell their brand story, get their products noticed and sell.
If you have a food product that you’re looking to get off the ground, give Chris at Toast a call today and let’s get started on getting your brand noticed.