- Our brand, Desirables, was designed to compete with Farmbake Biscuits, but not overshadow Ernest Adam’s existing range.
- Our concept was to create a healthier biscuit, but still keep the sweet taste.
- This was achieved by replacing all the base ingredients with healthier alternatives. We added the sweet flavours, which consisted of chocolates and fruits.
- The macro trends that influenced our brand was the health and clean eating food movement. Now we live in a society where obesity rates are constantly growing and consumers are becoming more aware of the health concerns related with unhealthy processed and foods filled with nasty chemicals. This is where we decided to focus on clean eating as the inspiration for Desirables.
- Some central tensions were that the ‘health buzz’ may wear off, the ingredients may not always be sustainable, which would cause the price to fluctuate, and one of the biggest challenges Desirables may face is that consumers may not be willing to choose the healthier option as a treat. This is why the combination of the sweet flavours combined with a healthy but sweet tasting flavour, will work so well.
- Desirables will target healthy food lovers, consumers that have health related issues with food, and provide a healthier option for a household family biscuit.
- Desirables will be priced at $4.19 which is more expensive than the current range of Ernest Adams but cheaper than Farmbake. The price makes up for the raw ingredients which cost more.
- Our aim is to get consumers to realize that healthy treats can taste just as good as their sweet competition.
24. Rationale/Conclusion
