I have been floating this idea round the office this morning to less than impressed colleagues, let me know what you think...
Fruit brands such as Del Monte and Chiquita could act as endorsement kitemarks on products that contain them - e.g. Tesco Banana Cake - made with Chiquita bananas.
This would be mutually beneficial for the brands involved by setting a quality benchmark for fruit brands as ingredients, therefore raising the bar of the brand using them.
Yay or nay on this one?
Sounds plausible. Not far removed from the various brands of ice-cream that have "made with Bailey's Irish Cream Liqueur" on them. Also, McDonald's with their McFlurry's carrying toppings from brands such as Skittles, Smarties and Flake.
These examples aren't fruit but same principle should apply - one brand benefiting from the kudos of another.
I can see the value in that - Ramsey and other celeb chefs always talk about the importance of the quality of ingredients, and if you look at different industries they use similar techniques to suggest improved quality (Sony & Nokia with Carl Zeiss lenses in their camera phones springs to mind).
I can also see the value for an up-and-coming producer in generating brand awareness, or the producer promoting an ethical (be it fairtrade or ecological) stance for their brand.
I say Yay.
It works two ways. So long as all brands in the consortium pull their weight then all three benefit, and if one suffers, the knock-on effect will be felt by all three.
Ingredient branding can be a good move and, although fruit brands such as Del Monte are already licensed to other firms, your examples suggest there is further potential for ingredient branding used alongside producer brands. There are already Del Monte branded ice cream bars; and although not strictly an ingredient brand, Sunkist is a very long-lived example of licensing a fruit brand for use on a range of products.
Louise Kennedy
Blogging for:
Member since: 03 Jun 2008
Last login: 24 Nov 2009
Total Posts: 94
