Fruit brands as endorsements

re: Fruit brands as endorsements

John M — Fri, 03 Jul 2009 11:45:01 GMT

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.

re: Fruit brands as endorsements

Kevin Gordon — Thu, 02 Apr 2009 17:34:36 GMT

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.

re: Fruit brands as endorsements

Neil Smallwood — Tue, 31 Mar 2009 09:54:00 GMT

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.

re: Fruit brands as endorsements

John Gallen — Tue, 31 Mar 2009 09:51:54 GMT

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.