LIVE FROM MARKETPLACE: Snickers extends line with fudge
CHICAGO According to Mars, Snickers is already the leading chocolate bar among consumers. So why mess with a good thing? Because that good thing just got better with the addition of Snickers Fudge. Consumers consider fudge to be the ultimate confection, according to Mars research, and in market research, target consumers expressed a high intent to purchase.
Izze Beverage Co. introduces new flavors
BOULDER, Colo. Izze Beverage Co. announced two new all-natural flavors: Sparkling Birch and Sparkling Ginger.
The success of Sparkling Lime has prompted the company to make the refreshing drink also available wherever Izze is sold.
“This is the ideal time of year to introduce two new sparkling flavors to the Izze lineup and to expand the availability of Sparkling Lime,” said VP Kelly Carioti. “As people gather to socialize during the summer months, these refreshing beverages can be paired with a favorite dish or as a key ingredient in a delicious smoothie.”
Sparkling Birch and Sparkling Ginger are made with natural birch and ginger extracts and contain no refined sugars, caffeine, preservatives or artificial colors or flavors. In April, Izze unveiled Sparkling Lime in natural grocery stores nationwide, and now the product is available in four-packs of 12-oz. glass bottles exclusively at Whole Foods Markets.
Study shows brand loyalty dwindles as economy tumbles
NEW YORK Consumers tend to be more fickle than devoted in a failing economy, according to a new study.
In conjunction with the CMO Council, Catalina Marketing analyzed the household consumer shopping behavior of 32 million consumers across 685 leading consumer packaged goods brands and found that only 4-out-of-10 brands retained 50% or more of their highly loyal customers. Less than half of loyal consumers (48%) showed brand loyalty from 2007 to 2008.
“The common belief is that loyalty stays high in an economic downturn. The fact is that loyalty is fleeting and it’s up for grabs,” said Todd Morris, SVP at Catalina Marketing.
For brands, the cost of dwindling loyalty can be high. Tide’s loyal shoppers spent 6% less on the brand, costing Tide 5% of its revenue. If anything, the Catalina study may serve as a wake-up call to marketers to think beyond the quick sale.