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Know-How Exchange

Topic: Branding

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This question has been answered, and points have been awarded.

Using "new"

Posted by exec999 on 125 Points
I have a new bread and I was going to use the claim "new" in the face product label, but a friend told me that this may not be a good idea according to market research. So i looked for research and couldn't find any specific advice. Can anyone shed light on using the claim "new" on a new food product and new brand?

  • Posted by Gail@PUBLISIDE on Accepted
    Only claim "NEW" if it is, in fact, new (as in never been made the way you make it). You'll be called out and experience a bad PR day if consumers and media find that you're lying.
  • Posted by Gary Bloomer on Accepted
    The term "new" can be troublesome and I agree with Gail.

    What's the definition of new, in this case, with this product,
    and in this niche?

    New how? New recipe? New flavor? New and improved ...
    in some never-before-seen way? Or new as in updated?

  • Posted by Moriarty on Accepted
    Why did you change the recipe?

    So you could make it cheaper - tastier - more profitable??

    Claim what you did, not that it is new. Tell the truth about what you did and there will be no comebacks.

    Moriarty.
  • Posted by mgoodman on Accepted
    Conventional wisdom in consumer packaged goods is that "new," and in some cases "improved," are worth some extra volume provided the product is new in some meaningful way and you disclose the nature of "new."

    It also used to be that you could only use "new" for a limited period of time -- like 6 months -- after which the product obviously isn't new any more.

    There are probably as many exceptions to this as there are examples of where it holds. Each case should be considered on its own.

    I was even involved in a side-by-side experiment (years ago) in which we compared the sales impact of "new" versus no mention of new. The "new" cell generated about +10% more volume ... but we were always concerned that there were some other variables that influenced results ... so we were reluctant to extend the findings of that particular experiment and generalize it to all instances of the word "new."

    It may also depend to some extent on the product category. "New" may be more meaningful in categories without much news than in categories with a lot of news.
  • Posted by peg on Accepted
    "New" can be helpful if you have an audience that appreciates your line and would be interested in trying something new in that line. Otherwise, its usefulness varies; there is no single research finding that will guarantee a result for your product. "New Flavor" or "New from Acme Bakery" might be more appropriate, depending on your circumstances.

    Alternately, you might try, "Introducing" on the packaging as a way to tell your audience about this development without saying "new":

    Introducing Buttermilk Bread
    Introducing Banana-Brie-Buttermilk, our newest artisan flavor
    Introducing Brie-Bacon, limited edition recipe

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