joyful plate brand insights Natural Products Expo West-March, 2016

I’ve been going to Expo West for nearly six years now, on a mission to find the next best brand in the natural space.  Coming from a big brand background, this show seemed altogether new and different in terms of its relaxed energy and personal touch. Today, Expo West has evolved into a branding extravaganza that the big companies no doubt want to play in or buy into.  Big food is becoming more transparent and relevant, and boutique food is branding better than ever- and consumers are the winners.

This year, instead of focusing on new brands on the fringe ….I thought it would be interesting to reflect on brands that were in their infancy a few back and have matured into brands that offer more uses and experiences today.Evolving a brand strategically takes courage and discipline. What does the brand stand for-beyond its introductory benefit? What new products will bring users to the franchise and not cannibalize the base business? Does the name and personality  have reach? Is your brand confident enough to go where consumers might not expect?

(for more information, please click on the brand title to websites)