Brand-building consultancy Fletcher Knight recently told MarketingDaily that while consumers are opting to simplify food preparations during tough economic times, they don’t want to skimp on sophistication; therefore, premium brands need to rethink their marketing strategies.
"Our research suggests that brands that celebrate the aesthetic beauty in real ingredients, simple preparation and artful presentation will be aligned with the driving philosophy that good food is eaten fresh and prepared unpretentiously," said Margaret Kim, director of innovation at Fletcher Knight.
According to MarketingDaily, this marketing trend "has taken strong root in the beverage category," where a growing number of products focus on natural, organic and minimally processed ingredients highlighted via "clean" labels.
