Best Practices

Get Premium Value for Your Ingredient Products

The Challenge:

To differentiate unique ingredients with premium value from other commodity products.

The Best Practice:

Create trade brand names for premium products.
When you've created a premium product that's head and shoulders above the rest, you want to make sure it's perceived as such. To ensure the acknowledgement it merits, give it a trade brand name. Most ingredient products have generic or technical names. Trade brand names function like consumer brand names—providing an identity and offering premium postioning.

Our Recommendation in Action:

When ConAgra Mills^® was ready to introduce a new product that offered the taste, texture and appearance of white flour with the nutritional benefit of whole grain, Anderson Partners saw the opportunity to position it as a branded product—a strategy to achieve a premium price.

We created the trade brand name Ultragrain^®, along with a logo and graphic identity that gave the product a distinct look, feel and personality that would help set it apart. We then used that identity consistently in all campaign elements—including trade ads, sample packs and a microsite that communicated Ultragrain's benefits—resulting in prospects becoming more receptive to ConAgra Mills' sales calls.

Our Approach to Best Practices:

Anderson Partners routinely highlights opportunities for our clients by researching, developing and analyzing best practices. Each year, we review food ingredient marketing communications industry-wide—trade pub articles, online activity, national trends, trade shows, published and syndicated research reports, and more—to uncover industry best practices.