According to the global trend for more responsible consumption and environmental responsibility, expectations and requirements for FMCG manufacturers are changing. A growing demand for natural and safe products with transparent origin is observed in the category of insect repellents. Today’s consumer expects repellents to be highly effective with maximum transparency of composition and absence of harm to health.
How can product innovations win the attention of a consumer who has seen and tasted almost everything? Can salty snacks brands still make bold statements on the shelves of supermarkets and marketplaces? Mildberry team tackled these challenges within a project to create a new colorful potato chips brand Spikes, resulting in development of a brand strategy, name, and packaging design.
The vodka market is limited in promotion and communication tools. Packaging is still the main way to convey the essence of the brand. The label and form factor must demonstrate the key idea, mood, and features of the product to the consumer. At the same time, the market is highly segmented, as high margins allow a large number of companies to experiment with naming and design. However, only the most progressive ones are willing to invest in product innovation.
Whenever you decide to visit Denmark, in any season, anywhere in the country you will definitely find a small kiosk or tent with an “Ice Cream” sign on it. Ice cream is a year-round treat for the Danes, and it is believed among marketers that Denmark is the birthplace of ice cream marketing.
The coffee market is actively developing. The instant drink remains the most popular in Russia, however, over the past few years, there has been an increase in consumer interest in grain and ground coffee. This is reflected in the trends of the entire category, including in the instant coffee segment, where the main competition revolves around the most popular type of product – freeze-dried coffee. Large companies are introducing product innovations, such as “ground coffee in instant coffee”.
The Lakto brand, developed by Mildberry for the European market and successfully entered the Chinese market, has also appeared in Russian supermarkets. Immuno Lakto is a new line of functional fermented milk products for immunity, exclusively launched in Russia by the alliance of the Nesvizh Baby Food Plant (NZDP) and X5 Retail Group.