Food Tool for the Week – Splicing

Whether the state of the economy is causing it more and more or the increasing momentum of “green” and all that gets attached to that word or just the desire for unaffected, authentic, familiar options, consumers are going back to basics and it is considered chic. According to a study from Yankelovich, sales of “old fashioned” products like glass baby bottles and wooden toys have perked up due to recent product safety issues – consumers are going back to what they know and what they believe is safe

– the basics.

An extension of bringing back classic is the trend “Splicing” (coined by Yankelovich) which is the current catch word for creative combinations of something old with something new. Commonly seen in fashion and home décor – splicing can also apply to the food industry. Likely more commonly known as the trend Familiar with a Twist or Nostalgic Favorites, many operators are taking an old, traditional offering and “splicing” it with a new flavor or format. It’s happened with everything from Mac and Cheese, to bread pudding desserts to beverages.

In today’s marketplace, there are those consumers that like to take risk and be on the cutting edge, we commonly call them the early adopters. But for most consumers, taking risks in the marketplace is not high on their list. Connecting with “classic” foods, fashion and décor and then putting their own creative spin on it, is comfortable and safe.

From a brand perspective, where do classics and splicing fit? Research from Yankelovich is showing that long-standing brands are what consumers are looking for due to the connection and sense of safety their familiarity offers. So, let your brands authenticity and roots show through, but also allow for reshaping or building upon those classic offerings. Additionally, bringing back classic doesn’t mean relying on just the classic means of showcasing your brand.

Splicing or Blending the familiar with the new or novel from products to marketing is what consumers seem to be attracted to during these times of economic and environmental stress. What does that mean for your brand?

Your Food Tools at Work for You.