Zach Bingham’s Post

Recently came across this brand called "The Whole Truth Foods" while searching for Peanut butter on Blinkit. They apparently have the most thoughtful logo amongst all healthy food brands and the best peanut butter you can buy! #Logo #Brandbuilding #Healthyfood #Quickcommerce #Creativity #Branding #BrandDiscovery #Wellness Shashank Mehta Would love to have your suggestion on what I should try next!

It feels good to have helped give cottage cheese a better name. I grew up in the Midwest, where cottage cheese was a staple at many family dinners. But over the years since it essentially fell off the map, becoming more of a commodity sold in big tubs by big brands — there was nothing 'cool' about it. Enter Jesse Merrill and his team, who had a vision to disrupt the space by making a cottage cheese that was healthy, protein-packed, and made with clean, organic ingredients. Basically a cottage cheese you'd actually want to eat. Together with Carl Jonsson and Patrick Triato, we helped them develop a trademarked name, brand identity, and initial packaging design before their initial launch at an industry trade show. The response at that first show set them off on an incredible path, leading to investment from General Mills and their first major PO. Fast forward almost ten years, and cottage cheese is finally cool again. The brand's visual identity has evolved since those early days, but the Good Culture name remains. You can still view some of our original work here: https://lnkd.in/gkEx-eKy: This is why it's so rewarding to work with young brands and companies, where good creative can make a real impact on their future. Check out the full article below: https://lnkd.in/gUMXbvuV #branding #brandidentity #cottagecheese

𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀 𝗖𝗿𝗮𝘃𝗲 𝗠𝗮𝘀𝗵𝘂𝗽𝘀! 🗞 - - Food brand mashups are cool, when they make sense. The key to me is that each is a recognized brand and the combo makes sense to the average palate. 😋 𝘾𝙝𝙞𝙘𝙠𝙚𝙣 & 𝙈𝙞𝙡𝙠 𝙞𝙨 𝙖 𝙩𝙮𝙥𝙚 𝙤𝙛 𝙈𝙖𝙨𝙝𝙪𝙥 𝙩𝙤𝙤: 𝙝𝙩𝙩𝙥𝙨://𝙙𝙧𝙞𝙣𝙠𝙘𝙝𝙞𝙡𝙠.𝙘𝙤𝙢 😂 #FoodIndustry #ConsumerGoods #CPGMarketing #FoodAndBeverage #BrandStrategy #MarketingTactics #SupplyChainManagement #CPGInnovation #CPGfounder #CPGBeverages #BeverageIndustry #ConsumerGoods #RefreshingDrinks #BeverageTrends #DrinkInnovation #BeverageMarketing #CPG

Private Label Peanut Butter: Elevate Your Brand & Meet Consumer Demands In today's competitive food industry, differentiation is key. Consumers are bombarded with choices, and building brand loyalty requires a unique and memorable product offering. At Suite42, we see private-label peanut butter as a strategic tool for businesses to achieve this goal. Here's how: Control Your Brand Identity: With private-label peanut butter, you have complete creative freedom over packaging, labelling, and even flavour profiles. This allows you to develop a product that aligns perfectly with your brand image and resonates with your target audience Cater to Specific Needs: The beauty of private labels is customization. You can tailor the peanut butter to meet specific dietary requirements, like adding whole grains for extra fibre or offering sugar-free options for health-conscious consumers Increased Profit Margins: By eliminating the middleman associated with national brands, private-label peanut butter can offer potentially higher profit margins for your business Suite42's Success Recipe Our journey with private labelling has been a testament to its impact. Brands partnering with Suite42 have witnessed increased brand loyalty, standing out in a crowded market. It's not just peanut butter; it's a story, an experience curated for your consumers. Suite42 is here to guide you through the private labelling adventure. We understand that your brand is unique, and we're here to help you express that uniqueness through peanut butter and beyond. Connect now: https://www.suite42.in/ Is private-label peanut butter a potential fit for your brand? Share your thoughts in the comments below! #privatelabel #peanutbutter #B2Bfood #foodinnovation #Suite42 #FoodIndustry #PrivateLabeling #BrandIdentity #ConsumerDemands #InnovationInFood #SupplyChainSolutions

This innovative ramen brand needed a chargeback solution, and the Chargeflow app came through and instantly cooked 🧑🏽🍳 immi was founded by Kevin Lee and Kevin Chanthasiriphan, two visionaries who grew up in the vibrant markets of Taiwan and Thailand. Their shared love for ramen and a desire to address health issues in their families due to poor nutrition led to the creation of Immi. They've reimagined this beloved staple with high-quality, plant-based ingredients, offering a healthier alternative without compromising on taste. Ramen, often associated with college students for its convenience, holds a significant market potential. The global instant noodle sector, valued at nearly $46 billion in 2020, is projected to reach about $66 billion by 2027. Recognizing this, Immi carved out a unique niche, focusing on plant-based, low-carb, and high-protein instant ramen, a combination yet to be matched by competitors. With the online demand for their products steadily increasing, the company recently secured an additional $10 million in Series A funding. This investment will enable the expansion of their product line with nine new flavors and extend their reach into nationwide retailers. The recent funding round saw participation from notable celebrities like Naomi Osaka and Usher, highlighting the broad support and belief in Immi's mission. The company has experienced a revenue growth of over six times year over year since 2021 and has been sold out seven times. With products now available in retailers such as Whole Foods, Wegmans, and The Fresh Market, and plans for further expansion, Immi's presence is rapidly growing. At Chargeflow, we're proud to support Immi Ramen's journey, managing their chargebacks and contributing to their eCommerce growth. Immi's commitment to innovation, health, and sustainability resonates with our values, and we're excited to see their continued success. We'd love to hear your thoughts on Immi Ramen's journey and products. What flavors are you excited to try? Share your comments below.

Cocktail TIme: Every once in a while I like to bring Bowman into the mix here since its been a Topps brand since 1956.  The name didn't really get much use after the acquisition until a set of Baseball cards using the brand was released in 1989 and eventually became a big hit for Topps.  The Blony bubble gum brand was also put into various uses by Topps through some time in the early Seventies. But I'm not here to talk about all that, instead I'd like to look at some older Bowman gum products. Warren Bowman was a very interesting man who had already worked at a number of professions by the time he was 30. In 1927 he moved his fledgling confectionery company from Lansing, Michigan to Philadelphia after introducing a chewing gum called Ju-Ce-Kiss.  I managed to find a scan of a wrapper but it's a rare one:(Courtesy www.wave.rozhlas.cz)I really like that $50,000 tagline! While I don't plan to look at Blony for this post, as I have covered it somewhat previously and plan to do a much deeper dive at some point, Warren Bowman had it in the marketplace not long after moving to the City of Brotherly Love and in May of 1932 had formed and capitalized Gum, Inc. who had a decade long run as the premier manufacturer of bubble gum cards before World War 2.  Blony was introduced around this time as well. Bowman had his ups-and-downs, even at his own firm but kept cranking out bubble gum until the war throttled his sugar allotments.  He rebranded as Bowman Gum, Inc. in August of 1943 and pivoted to "adult" gums under the "Warren's" name as the conflict raged. In 1943 he came up with Cin-A-Mint, intended primarily as a post-smoke palate and breath cleanser.: You can see corn syrup and artificial flavors were in use: The same year saw "Fruit" Cocktail gum, another wartime mélange: Then 1947 saw a Mint Cocktail gum introduced: Breathtaking was only one superlative: Bowman also re-established his bubble gum line in 1947, with Bub: All sorts of ingredients in this one! 1948, of course saw the reintroduction of Bowman's trading cards, as the U.S. returned to a normal manufacturing footing.  Bub was around for a bit and in 1950 saw this particular combo offered: Nice marketing idea: I hope to delve into the many vagaries of Bub at some point down the road as well but will leave off for now. Warren Bowman exited his company in 1951 and moved to Florida to develop real estate and work on various food products and packaging innovations before passing away in 1962 at the age of 67. https://lnkd.in/gs4TCmFj #Blony #BowmanBubBubbleGum | CollectingAll.com | @CollectingAll

The power of branding explained by White Claw: The number one hard seltzer brand reinventing flavored seltzer.   Seltzer or carbonated water isn't new - brands like San Pellegrino, Orangina, Topo Chico, Peñafiel; have been around for centuries - but when it comes to flavored seltzer (not to be confused with soda) there're different sources citing 40+ years of innovation since the Original New York Seltzer company launched their product line. No artificial flavoring, non-caffeinated, and no artificial coloring – a winner!   Circling back to White Claw, why is it such a newsworthy conversation? Well, they recently launched their non-alcoholic hard seltzer (just seltzer?) and some avid seltzer enthusiasts have been diminishing this product line.   Claiming something is 0.0% when you found success with alcoholic beverages – and even putting out in the market stronger versions – is bold, strategic, and customer centered.   White Claw saw a gap in their portfolio; the brand has been praised for their original and tasty flavor combinations, but they were missing targeting non-drinking population (by whichever means and reason behind it) that was excited by the lifestyle behind drinking White Claw. Beacuse, YES! White Claw founded its success by developing interesting storytelling for their products and allowing consumers to create communities behind it. This product launch is a win for the brand, even when memes, jokes, and stand-up comedians are flooding the internet with biased (mis)information. #ProductInnovation #WhiteClaw #HardSeltzer #FlavoredSeltzer #BrandManagement

Brands really struggle with purpose statements. They struggle because they’re told that they need to be about how their brand is better than everyone else, and how they’re going to change the world etc… Yeah, great if you’re Apple or Tesla, but 99.999% of brands aren’t. Most brands sell simple products for people who want them to simply do their job. This is where most brands go wrong, they try to force a purpose when in truth, all a brand purpose needs to do is represent something bigger than the brand itself. Last year the CEO of Unilever got a lot of pushback for saying that brands that “didn’t have a clear purpose” weren’t welcome in their 400-brand portfolio. With critics commenting that it was naive to assume that Hellman’s Mayonnaise (one of their brands), needs to have a brand purpose. But here is how Hellman’s showed that even the most boring brands can represent something greater: “Born in a NY Deli back in 1913, Hellmann’s purpose is to help people enjoy good, honest food, for the simple pleasure it is, without worry or waste. Made with real, simple quality ingredients and true expertise and craftsmanship, Hellmann’s is the World’s No 1 mayonnaise.” Simple, they aren’t promising world peace…they are promising to keep things simple, and do their bit to prevent food being wasted. It doesn’t feel forced, but yet it represents something bigger than mayonnaise.

Mountain Dew Is Bringing Back the “Mountain” Coming from hillbilly Kansas, I’ve got a unique connection to Mountain Dew. The original drink wasn’t just a soda; it was intended as a mixer for moonshine. Created in the 1940s, it was born in the Smoky Mountains and marketed with a hillbilly-themed logo and branding - a far cry from what we know as Mountain Dew today. The brand has undergone multiple transformations over the decades, moving away from its moonshine roots toward a more mainstream appeal. In 2009, PepsiCo rebranded it as “Mtn Dew,” opting for a modern, edgy look and dropping the “Mountain.” The idea was to capture a younger audience by marketing it as an energy-boosting soda, similar to the positioning of energy drinks, using its high caffeine and sugar content to appeal to gamers, thrill-seekers, and extreme sports enthusiasts. This aggressive stance kept the brand relevant in the crowded beverage market for a time, especially as the energy drink category grew. However, as consumer tastes shifted toward "better-for-you" beverages like sparkling waters, hydration drinks, and functional beverages, Mountain Dew started to lose some of its fizz. Beverage Digest recently reported a 7% decline in North American sales during the first half of 2024. Mountain Dew’s decision to bring back its full name is a calculated move to reconnect with its history. The new logo evokes the brand’s original rustic appeal while modernizing its look to appeal to today’s consumers. It also acknowledges a shift in consumer behavior; as people increasingly seek authenticity and simplicity, brands that lean into their heritage can stand out in the marketplace. PepsiCo is signaling that it’s ready to shed the “extreme” image and embrace a broader identity rooted in nature and tradition. By doing so, they hope to win back longtime fans who may have drifted away and attract new consumers who prefer brands with authentic stories and strong ties to the past. Mountain Dew’s evolution is a case study in how brands can adapt to changing consumer landscapes while retaining their essence. With PepsiCo now forecasting only low single-digit growth for the year, it’s clear the company must do more than just innovate - it needs to rejuvenate its established brands. For companies dealing with sales declines, sometimes going back to the beginning is the best way forward. At Havas Edge, we recognize that for brands, evolving to meet current market demands doesn’t mean abandoning what made them great. It’s about striking a balance between embracing heritage and driving innovation. #MountainDew #Rebranding #ConsumerTrends #BeverageHistory #PepsiCo #BrandStrategy #NostalgiaMarketing #EconomicOutlook #MarketingInsights 

Cadbury's Mashed Potatoes... Wait, What? Who doesn't love Cadbury’s chocolate? A school trip to the factory is still one of my favourite memories 😂 Misshapes, anyone? But did you know that Cadbury once sold mashed potatoes? In the 60s, Cadbury ventured into instant mash. ’Forget mash, get smash!’ Strangely enough Smash had decent sales! The problem was that it released Smash under the Cadbury’s brand and the two things just didn’t blend. It was a huge culinary mismatch. It resulted in brand confusion. So, what went wrong? 1. Too Far From The Roots ↳ Chocolate and potatoes share zero culinary chemistry. ↳ Cadbury's essence is in indulgence, not dinner plates. 2. Brand Confusion ↳ Branding built on sweetness suddenly took an unwanted savoury turn. ↳ It's like a novelist deciding to write calculus textbooks. 3. Lost Focus ↳ Cadbury's strength lies in crafting yummy chocolate. ↳ Diving into the world of instant foods diluted this focus. Fast forward to 1986 (three years before I was born - putting it out there before you guys get cheeky!) and Cadbury sold Smash. It returned to what it does best - making our sweet dreams come true. This is the sort of bizarre situation that brand strategy can help you avoid by giving you a clear roadmap and decision making guide. So if you're thinking about venturing into uncharted territory... 🔑 Stick to Your Roots Brands should evolve but there's a thin line between evolution and losing identity. 🔑 Understand Your Audience Your customers love you for a reason. Understand that reason before diversifying. 🔑 Quality Over Quantity It's tempting to jump on diverse product lines, but can you maintain the quality your brand is known for? What's your favourite branding faux pas? 🔔 Follow me for more like this!