Brand success and failures in 2010
18 Jan 2011
Global Research firm, Datamonitor has released an overview of the successes and failures witnessed by the consumer packaged goods industry last year.
Among the brands that found favour among the masses include Crabbie's Alcoholic Ginger Beer, which has become the number one selling ale in the UK, overtaking established brands such as Old Speckled Hen.
Launched in 2009, Datamonitor says Crabbie's success can be attributed to its versatility, since it is appealing to both young and old consumers and both males and females. Additionally, being positioned as a beer that goes well with food meant an increase in the number of consumers drinking it at mealtimes.
Confectionary major, Cadbury was another brand that had a profitable year. Rather than creating new flavours, the company chose to leverage the existing popularity of some of its biggest-selling chocolate bars such as Crunchie and Turkish Delight for its biscuits.
The strategy worked for the brand, which was able to catch the attention of existing brand fans while also offering something novel and different for consumers who prefer biscuits to confectionary.
Genius Bread meanwhile found success catering to an important consumer niche. The brand is currently top of the 'free-from' bakery segment in UK because it provides celiacs (gluten-intolerant consumers) with the 'fresh' option that those without special dietary requirements take for granted.
