Ryvita Lunch Packs – stretching to grow the core

Ryvita’s new Lunch Packs could be a rare type of brand extension: one that beats the odds (50%+ of extensions fail) and actually creates brand and business growth. What I really like about it is the way it can help drive the core crispbread business. Here’s what I think we can learn from this new innovation.

1. Solving a real consumer problem

Many people are looking for lunch solutions that are tasty, healthy and easy. Ryvita crispbreads combine taste and health, but it’s not easy to take them to school or work… they’re fragile, and you need to take some form of topping with you. The Lunch Packs combine three crispbreads, a nice topping such as goats cheese and pepper, and a dinky little spoon to spread your topping. And each pack is only 200 calories. So, all round, a really neat solution.

2. Driving physical availability

The really smart thing about Lunch Packs is the way they can drive core brand penetration by getting the brand in front of consumers in a new location – the chiller cabinet. This means that people who would never go to the crispbread section of the store will now see the brand and might buy it.

Ryvita could have created some sort of ready-to-eat “sandwich” product, with two Ryvitas and a filling in between. But I think this would have been less effective at driving core crispbread penetration, as the eating experience is not the same. It would have been a different product altogether, whereas Lunch Packs are a different way of eating the same core product.

3. Excellent execution

Poor execution kills many brand extensions. What looked good as a concept in powerpoint often looks less good when it hits the shelf. Well, hats off to Ryvita. The pack looks attractive, the product tastes good and is easy to use.

I also like the branding architecture. Many teams would have been tempted to create some sort of fancy sub-brand for the new product. The “Lunch Packs” descriptor works well on several levels

-        It keeps Ryvita as the star of the show

-        It clearly positions the product

-        It passes the “shopping list test”: “Ryvita Lunch Packs” at five syllables long has a good chance of being recalled.

4. Brings to life the brand idea

The primary reason to launch a brand extension is to SMS : sell more stuff. If they’re good, they can also help build the brand image. And Lunch Packs might do this for Ryvita. They present a new face of the brand, and make it seem more modern and tasty. In doing so the launch can help revitalise the brand, away from being seen just for diets, and positioning it as a tasty, healthy and crunchy base for loads of delicious toppings.

In conclusion, the Ryvita Lunch Pack is an example of a brand extension that has the potential to build both the brand and core business, by solving a genuine consumer problem and delivering good execution.

Comments

[Adidas Porsche Design S2]

This is all I care about everything, you know? Maybe you have never really understand my existence.

[LV Monogram Mini Lin]

In my recent post on the same subject, I pointed that manufacturers who embrace Android risk trading away their own brand equity

[belstaff sale]

BRIDGEPORT -- Family members described her as outgoing, happy and looking forward to starting a life with her boyfriend.

[Louis Vuitton outlet store]

Being deeply loved by someone gives you strength, loving someone deeply gives you courage.

[Bottega Veneta Outlet]

Napoli took care of that, hitting a mammoth shot off the Green Monster light stanchion to tie the game 3-3 in the third, then giving Los Angeles a lead with his second homer.

[Rena]

Dang it, I swear, I think shoe companies are so busy ctonemipg with each other that they're leaving their consumers in the dust I'd love to get a pair of these .IF I HAD THE MONEY STILL.

[Louis Vuitton Canada]

Although much of the softness may come from the hair salon you have the desired effect providing some one youl be the case able to educate yourself regarding control going to be the softness all on your own as if you do.
http://www.louisvuittoncanadalv.ca

[Stefano]

from 6th grade till 8th grade i wore a pair of generic nike caltes-they were the best nikes iv ever wornin 8th grade i switched to PUMA-i think it was the Vkatthey were great-nice leather that molded well-great touch-durablemy dog ate them so i switched back to nike-WORST CLEATS EVERthe first edition total 90 strikesi will never wear nike againits been PUMA ever since

[Alice]

I just love everything about you and your magazine! So inspiring!

[Puma Ferrari Shoes]

urther, an item on sale can lead people to purchase things that they do not need and do not particularly want. Because if you pull out a weed too hard, it may happen that the weed might break in your hands and the roots remain just where they are, beneath the earth. Puma Baylee Future Cat. This American company was founded by George Aratani in 1948 under a different name, operating as an importer of tableware. The unit toasted quickly and fairly well. Interested buyers can check out the prices on Internet to get the best Sony Ericsson P990i deals.. Storing your out of season clothes correctly ensures moths can't get to them. If it is this theme that interests you, the following crib bedding collections may be of interest to you: Aloha Baby by Lambs & Ivy, featuring surfboards, palm tress, and beachwear; Lilly by Glenna Jean, featuring flamingos and seashells on a vibrant green and pink background; Surf's Up by Glenna Jean, for a more sophisticated look with surfboards and classic cars; and Whales Tales by Lambs & Ivy.. I do not think a lot of people realize the abuse our suitcases take. Gift fuel cards are also available in a variety of money amounts --and while a fuel card may not be the most romantic gift you'll ever give, it just might be the most useful. Here's all you need to know about this device. Men's Puma Roma Shoes White Blue. Men's Puma Roma Shoes White Blue. Puma Ferrari Shoes. Men's Puma Roma Shoes White Blue. Puma YOYO Shoes.

Article Source: http://www.opumashoes.com/

[new era hats sale]

Looking forward to see cool stuff from you guys!

[wholesale snapback hats]

Your article is nice , I read your article to learn a lot and hope to see your next article, look forward to your masterpiece

[New Era Snapback Hats]

I really like this.It is so beautiful.