Future Fridays: Kimberly Schaub on Staying Relevant with Your Specialty Food

In this first installment of the Future Fridays series, Kimberly Schaub speaks on how brands can incorporate top trends authentically and organically. Schaub walks through the initial steps developing an on-trend product, from putting together a cross-functional team to identifying the market attractiveness of the product. However, before brands jump on the bandwagon, Schaub recommends asking three questions: How will this help your brand grow? What will your brand gain? Does this fit your customer's expectation of the brand? By answering these questions, brands can figure out how a trend fits into their identity instead of the other way around. Using her previous experience at Bulletproof as an example, Schaub says, "If you're considering plant-based protein altneartives, or you're considering changing your packaging ... ask yourself, does it actually make sense to associate yourself with it?"

from Food Trends https://ift.tt/2OMpx2q