Does your brand have a right to be on shelf in a category dominated by private label? In the case of Un-be-leafable from GrowUp Farms ABSOLUTELY YES! Bagged lettuce that gives consumers a significantly better product through crunchier lettuce leaves and a solution to a consumer frustration - it last longer in the fridge.
How does it do this? Through the way it is grown using vertical farming methods and with no pesticides. As another positive the site is run using 100% sustainable energy.
But does all of this come across in the 2-3 seconds that a shopper stands at the fixture deciding whether to buy?
At The Growth Factors we want this brand to fly and feel there are a few tweaks to help shoppers quickly understand why they should make a switch to this brand.
1. MESSAGING: Clearly tell me the leaves are crunchier and last far longer in the fridge. Whilst there is “stays fresher in fridge” it gets lost as the packaging folds on shelf. In blunt terms the word LONGER is missing.
No pesticides and British, whilst great messages, we don’t feel are going to make people change their choice of salad bag.
2. BRAND STANDOUT: is obviously key BUT the balance needs to be right between branding and the benefits which give me reasons to buy and make a switch from my normal choice.
Kate Hofman and team, we love the work you are doing and look forward to watching you grow.
