We’re not going to pretend we can all make the perfect food product. Without naming names, we suspect there are some members of the team that could burn water. But with over 25 years of experience helping artisan food start-ups launch their successful brands, we do know what goes into that special sauce. Read up on how we’ve helped successful brands get their product noticed – and here are the five key ingredients to a successful food brand launch.
You’ve got to have the product right
It might sound like ridiculous advice, but you’re never going to successfully launch an inferior product. Even the big boys flop when they try to bring to market something that nobody likes. Unless you’ve got millions of pounds to waste, make sure that you’ve got the recipe right before it’s on the shelf. The foundation of any successful food brand is high-quality products. Invest in sourcing top-notch ingredients, ensuring proper production processes, and maintaining strict quality control measures. Consistently delivering excellent taste, freshness, and nutritional value will help build trust and loyalty among your new customers.
Understand your UVP
There is no shortage of great food brands in the UK. And a steady stream of new launches joining them every week. Your task is to let the public know what makes you different and why they should be choosing you. To stand out in a crowded market, your food brand must have a unique value proposition (UVP). Identify what sets your brand apart from competitors and emphasise it in your marketing. Whether it’s an innovative product, a special ingredient, a unique flavour profile, or a commitment to sustainability, make sure your brand has a distinct selling point that resonates with your target audience.
Tell your story
A lot has happened between your initial idea and holding your new product in your hands. Customers connect with brands that have a compelling story. Develop a brand narrative that showcases your company’s values, mission, and the inspiration behind your creations. A well-crafted brand story can create an emotional connection with consumers, making them more likely to choose your products and share your story with others.
You need a plan in place
A successful food brand launch requires a detailed and adaptable marketing strategy. Identify your target audience and develop a comprehensive plan to reach them through various channels, such as social media, influencers, food bloggers, traditional advertising, and PR. Engage with your audience, create captivating content, and leverage the power of digital marketing to build awareness, generate buzz, and drive sales.
Leave room in the mix for feedback and failures, and don’t be afraid to revise your strategy if everything isn’t going to plan.
Find out where your customers are shopping
In order for your food brand launch to be successful, you’ll need to ensure that the people who want your product know where to find it. No matter how delicious your quadruple chocolate honeycomb brownie is, you won’t be selling many units if it’s between matcha powder and spirulina in a specialist health food shop. Identify key retailers, distributors, or e-commerce platforms that align with your brand’s target market and values. Develop relationships with these partners, showcasing how your brand can add value to their offerings.
Follow these steps and you’ll be well on your way to a successful launch.