Authored by Christopher Doering, Senior Reporter at Food Dive
In this Food Dive article, CPG giants like Nestlé, J.M. Smucker, and Kraft Heinz share their strategies for stretching trusted brands into new parts of the grocery store, from shelf-stable to refrigerated, frozen to ready-to-drink. Curion’s Tiffany Grube explains the importance of understanding why consumers love a brand before launching it in a new category. Without strong brand health or alignment with consumer expectations, extensions risk confusion, dilution, or even backlash from loyal buyers.
The piece dives into both successful examples and notable flops, illustrating how data-backed strategy is key to sustainable growth.
Key Takeaways:
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Brand extensions aren’t a shortcut. Companies must evaluate core product performance before venturing into new categories.
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Consumer perception matters. As Tiffany notes, extending a brand only works if it fits with why people buy it in the first place.
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Missteps carry risk. Poorly executed extensions can alienate loyal customers or confuse the brand’s identity.
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Strategic fit is critical. Brands must assess if their equity can realistically carry into a new aisle with different buyer needs and expectations.
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
