Hartbeat Exec

Strategizing Simple in the Food and Beverage Marketplace


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  • Since 2003, we have counted roughly 62 line extensions of mainstream CPG brands that have
    attempted a “simple,” “natural” or otherwise less processed positioning.1 In 2015 alone, we
    have seen an uptick in launches from major brands as well as several corporate announcements
    regarding systematic, enterprise-wide plans to deprocess their branded food to varying degrees. The latter
    tactic is too new for us to analyze its effect on specifi c brands. But many marketers continue to wonder if
    the former tactic, the simple/natural line extension, actually produces a meaningful consumer response.

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