In a nutshell: what’s happening in food marketing this week
Today’s Food Marketing Weekly looks at how maple water might become the new coconut water, a coffeemaker that melts its pod, Metro news, the grocer, the top 12 new consumer-chosen food products for 2015, the latest Sriracha application, and where to register to get gifts for the Heinz & Kraft nuptials.
How can maple water become the new coconut water?
Eleven Canadian and US companies are in the business gathering, bottling and selling maple water, which has been formerly known as sap, that clear liquid we tap out of trees every spring, although we’re behind schedule this year because it’s been too cold.
Maple water is being branded and sold as a new health drink with a growing North American market and a likelihood of more producers getting into this value-added game.
How healthy can a liquid be if it reduces [by 40 times] to pure, dark-amber, liquid sugar? Eight ounces of maple water has as much manganese as a cup of fresh kale, a great way of getting out of drinking your kale in that crazy smoothie you hate making.
The puzzle to solve in this interesting new value-added potential for producers is this: is it more cost-effective to take maple water directly to market as a drink, instead of spending on energy and labour to take maple water to its syrup stage? Or, is it too early for producers to enter a market before the demand is great enough?
The marketing costs of turning maple water into the next coconut water won’t come cheap, but the process has begun, and as more producers decide to take on , the greater traction the existing marketing will have, with savings for new players, compared to starting the marketing of a new food concept from scratch.
Interesting side-note on this story: maple sap and syrup are considered a crop. Modern Farmer
Credit for the image above, including a spot of maple poetry, belongs to North-EastKingdom.com:
Maple sap (or maple water) has just a blush of sweetness, it’s similar to coconut water but lighter and soft in the mouth.
Check out the maple sap posting from their Farm and Forage blog.
Metro news, the grocer edition
Metro will spend $300 million this year to refurbish stores and push a “fresh” agenda. The grocer will focus heavily on upmarket foods, including the highly lucrative ready-to-eat foods, which can produce gross margins as much as 20 percent more family-sized products, which they’ll stock less and less. Globe and Mail
On the loyalty side of things, Metro recently finished an upgraded site and its mobile app for improved personalized marketing. Strategy On Line
On the magazine collaboration side of things, Metro is in recipe cahoots with Chatelaine, which has ideal synergy and will cover the family-focused market. But it’s also going to hook up with Flare magazine and its younger following in a program designed to connect fashion and food. Teams of editors, fashion bloggers and fashion-centric chefs will create dishes inspired by the runway. Great candidate for “never been done before, could be pretty interesting.” Canadian Grocer via Marketing
Pod-free coffee, not having it your way
The Droops Coffeemaker is a guilt-free solution to seeing all those coffee pods piling up in your recycling. The pods are sugar-soluble and have a layer of “solid” milk, also designed to melt into your coffee cup, which can be interesting if you like novelty, but if you take your coffee black, or don’t take sugar, this coffeemaker is not for you.
A quick few words about coffee flavours, a concept I really hate when it comes to coffee. [It’s the only time I like to quote the angry, ranting Denis Leary: “Whatever happened to COFFEE-FLAVOURED COFFEE??!!”]
Droops has five flavours that they call “loud, smooth, nature, citrus and punch.” If you’re like me, wondering what “nature” tastes like, you’re thinking, “I’m not in a rush to try that one.” And isn’t “punch” on the citrusy side to begin with?
In the end, this invention’s ecological savings are swallowed up by a dubious coffee experience, which should be supreme, and how can it be if a manufacturer is deciding how much sugar and milk I [don’t] like in my coffee.
But Droops is ready for snobbery like mine. Check out this headline from some of their marketing content: Essentially Designed For The Fun Coffee Drinker.
Good to know. I’ve never met a “fun” coffee drinker, personally, but I’m happy that there’s an eco-positive solution out there for their special kind of coffee drinking. TrendHunter.com
The top 12 new food products for 2015
- Weetabix Alpen 70% Dark Chocolate Muesli
- Tim Hotons’ Dark Roast Coffee
- Roulette Tortilla Chips
- Tostitos Roasted Red Pepper Salsa
- Pretzel Thins
- Kurtzie’s Artisinal Salami
- Olympic Dairy Chia Yogurt, Olympic Dairy
- Promise Gluten Free Chia Seed Loaf
- Nonna Pia’s Cabernet Merlot Balsamic Reduction
- Tolerant Organic Red Lentil Pasta
- High Liner Simply Fish Atlantic Cod
- Irresistibles La Colleczione Mango Sorbet
Sriracha popcorn .. it was only a matter of time FirstWe.Feast.com
Engagements and Weddings
Heinz-Kraft nuptuals; gift registry at Global Expansion Efficiencies Inc. Financial Post