Health Conscious Adults
- Less fat than Farmbake and other competitors
- No artificial ingredients
- Still tastes good
- Contains super foods (antioxidants, good fruits, fibre)
- Appropriate alternative for a healthier option
- Those who lead ‘wholeistic’ or ‘organic’ lifestyles
- Unhealthy people who want to be healthy but keep a similar tasting diet at a low cost
Weight Conscious Adults
- Less fat than Farmbake and other competitors
- No artificial ingredients
- Low in sugar
- Contains super foods (antioxidants, good fruits, fibre)
- Appropriate alternative for weight loss, or healthier option
- Still tastes good
Gluten Intolerance/allergy
- People with gluten intolerance/health issues
- All ingredients gluten free and still taste great
- No inorganic ingredients, all pure and benefit a healthy body (no artificial ingredients)
- Nut free options, fruit free options, dairy free options
- No compromise in taste
Families
- Parents shopping for family/children. Healthier choice for treat food
- Promise of purity/100% natural ingredients attracts
- Tasty treat for both parents and children (flavours appropriate for kids-all except chili chocolate)
- interested in quality
Shared Values/needs:
- ’Healthier option’
- 100% natural
- Tasty but healthy
- Choose over competition for health and naturalness, gives sense of purity and makes brand trustworthy compared to Farmbake, all cookies look the same and taste give sense of being mass-produced
Tensions:
- ’Healthier ‘ ingredients may not taste as sweet or satisfying
- The idea of cheating a ‘treat food’ may not appeal when Farmbake could be a more indulgent choice
- The flavour combinations could be too ‘experimental’, not traditional flavours like Farmbake
