How To Create ”The World’s Best Convenience Food"
How To Create ”The World’s Best Convenience Food"
2 PagesHOW TO CREATE ”THE WORLD’S BEST CONVENIENCE FOOD” START-UP BRAND POSITIONING CASE STUDY: GLOBAL BRAND STRATEGY CONSULTANTS FOR THE NUTRITION INDUSTRY byThe Challenge: A Potato Smoothie? A Swedish food-tech start-up came to HMT straight out from a Lund university food science laboratory with a patented emulsion of potatoes and rapeseed oil. They referred to it as a Potato Smoothie, and wanted to sell it as a nutrient-dense plant-based drink for vegetarians seeking better alternatives. With product benefits such as containing no added sugar, as well as its naturally filling and rich texture and taste obtained from the potato and the Omega-3 rich rapeseed oil, the challenge was now to figure out what to call this drink, what category it fits into, where to play and what product benefits
