Positioning

Our Positioning award recognises product launches that have reached out to consumers in new ways, such as through innovation in the brand / consumer dynamic.

DANETTE

Dairy mousse desserts get re-positioned for vegans in this coconut-based launch.

DUG

Dug’s potato-based formulation claims to set new sustainability standards in dairy alternatives.

FRIT RAVICH TOP CORN

This lollipop-meets-popcorn crossover looks to be a first, especially as lollipops and popcorn in identical flavours are being packaged together in the same bag.

HEINZ

Table sauces are typically associated with meat dishes, so the positioning of this range specifically for vegetables is distinctive.

HOSTESS BOOST

The claim that these doughnuts can provide the same caffeine fix as a cup of coffee is new for bakery.

KNORR RINDE MAS

Previously available as a foodservice product, Knorr’s Rinde Mas bulking agent for meat could be a popular concept in economically-straightened times.

SULTANA BRAN

The claim that this product tastes like “freshly baked hot cross buns” is novel.

TRULY GRASS FED

The interest here is the way Glanbia directly ties superior inputs (pasture milk) to a specific quality of the product, namely its “natural spreadability”.