With 25 years expertise as a Food consultant I know what works and what doesn’t and there are a myriad of elements that combine to create brilliant products that can stand out in crowded markets and achieve high sales and profitability.
With every product sector highly competitive, identifying market opportunities and developing a product and brand for success presents significant challenges.
Whilst we’re all familiar with the expression ‘a gap in the market’, it’s so important to know at the get go whether there is ‘a market in the gap’.
Taking a helicopter view of a particular product category may indeed have identified potential opportunities, but evaluating the strength of a concept within the broader context of feasibility, pricing, retailer interest and potential consumer demand requires diligence and in-depth exploration.
So at the outset I will want to understand how much concept success validation has been undertaken – after all there is no merit in developing a concept and making a significant investment in both finds and time if it stands little chance of success.
There are ten key reasons for undertaking diligent research at the outset and before committing to spend on product development, brand and packaging design:
- To validate or challenge your product and brand concept.
- To determine the potential for your product in your proposed format (ambient, chilled, frozen?).
- To explore manufacturing feasibility.
- To understand the current market and market size – and importantly is it in both volume and value growth. If not, it may well have already peaked which results in downward price pressure.
- To create a competitor market map and determine the positioning for your brand.
- To quantify and identify the size of your target audience and to know them inside out.
- To develop your routes to market.
- To maximise your price potential.
- To optimise your concept.
- To shape your packaging communication and marketing strategy.
This enables me to evaluate a product idea against a whole raft of criteria and then expertly bring together the team to support my strategic guidance with product development, structural packaging solutions, manufacturing solutions, ingredients sourcing, regulatory compliance and critical commercial evaluation and costings.
I also advise on routes to market and can provide advice and options in relation to funding and potential investment.
My approach to fees is flexible. I provide ad-hoc mentoring, longer periods of consultancy on a contract basis or end to end project delivery. Whether you’re at start-up phase or looking for a step-change to achieve your next stage of growth, I can help.
Take a look at Food Brand Strategist for some insights into how I help clients launch new food and drink products.
And if you’d like to explore how as a Food Consultant I can help you launch your food or drink brand, call or email to schedule a time to chat about your needs.