What makes your CPG product/brand different from all the others on the market?

Mike Levinson, RD

This is one of my big questions I ask cpg brands that want to crack into either the retail or foodservice landscape. Building a brand that is different, unique, better for you or whatever is tough so ask yourself what makes my brand and product stand out from all the other similar items? That is the question!!!!

1. Unique Flavor Profiles: Emphasize distinctive and memorable flavor combinations that set your product apart. Highlight any special ingredients or culinary techniques that contribute to a unique taste experience.

2. Health and Wellness Focus: If your product aligns with health-conscious trends, such as being organic, low-sugar, or featuring functional ingredients, make this a central part of your messaging. Highlight nutritional benefits and any certifications.

3. Ethical Sourcing and Sustainability: Communicate your commitment to ethical sourcing, sustainable farming practices, and eco-friendly packaging. Consumers increasingly value brands that prioritize environmental and social responsibility.

4. Cultural Authenticity: If your food product is rooted in a specific culture or region, showcase its authenticity. Highlight traditional recipes, heritage, or cultural influences that make your product stand out in the market.

5. Innovative Packaging: Consider unique and functional packaging that enhances the user experience. Whether it's convenience, resealability, or a novel design, packaging can contribute to the overall differentiation of your product.

6. Allergen-Free or Specialized Diets: If your product caters to specific dietary needs, such as being gluten-free, vegan, or allergen-free, clearly communicate this benefit. Meeting the needs of niche markets can create a loyal customer base.

7. Local Sourcing or Production: If applicable, highlight any connections to local farmers or communities. Consumers often appreciate products that support local economies and reduce the environmental impact associated with long supply chains.

8. Interactive and Engaging Marketing: Create a strong online presence and engage with your audience through social media, interactive content, or experiential marketing. Building a community around your brand can foster loyalty and word-of-mouth promotion.

9. Limited Editions or Seasonal Offerings: Introduce limited-time or seasonal products to create a sense of urgency and exclusivity. This can generate excitement and encourage repeat purchases.

10. Transparency and Traceability: Provide transparent information about the sourcing and production of your ingredients. Traceability and openness about your food supply chain can build trust with consumers.

Remember to stay informed about current food industry trends and consumer preferences, as they may have evolved since my last update. Regularly reassessing your brand strategy in response to market dynamics can help ensure ongoing differentiation and success.

Please share, comment, like and follow me Mike Levinson, RD