Brand Revitalization – Concerned about the sustainability

Concerned about the sustainability of margarine, Upfield is changing its ingredient lists “and limiting each product to about five natural ingredients to create a cleaner label.” The Financial Times reports that KKR originally planned to “eliminate inefficiencies, but developed a new strategy after discovering that consumers like eatingsexy’ plant-based foods.” “Upfield apparently made the right decision, as the company saw a 1.3 percent increase in sales in 2019. Unilever has built a global margarine business and distributed more than 100 brands, including Flora, I Can’t Believe It’s Not Butter, Country Crock. Revitalizing the brand by focusing on changing customer habits and attitudes keeps the brand relevant for sustainable and profitable growth. The products are designed to create a “conscious and rewarding lifestyle.” Part of the philosophy is an initial commitment to being “ethically plant-based.” “The palm oil used is non-GMO and non-hydrogenated. If you found our brainstorming sessions on brand strategy and management interesting and would like to deepen your knowledge, the knowledge of your marketing or management teams, we can design a customized training and development program for you. We aim to share interesting ideas, stimulate discussion about strategy and brand management and strengthen the marketing community. Instead of starving old Unilever brands, KKR saw an opportunity it couldn’t miss: the appeal and profitability of plant-based foods. Today’s alternative vegetable oil brands contain healthy unsaturated fats. Plant-based foods and beverages are considered healthy and environmentally friendly, and this image seems to ignore the fact that their production also involves processing. BSI is a service of The Blake Project, a leading American brand consulting firm serving marketers around the world. According to the Financial Times, Upfield intends to change the image of margarine. Dairy-free margarine has so far been marginalized because of hydrogenation, which turns polyunsaturated fats into saturated fats and trans fats. Earth Balance is a company with a two-decade history that makes vegetable spreads, nut butters and alternative snacks. To reinvigorate the brand, an important new customer need must be found and met.