This July Only: Save 30% on PRO with code SUMMER30 »
Become a Member
Guides and Reports
Show All »
Metrics & ROI
Search Engine Marketing
More Marketing Topics »
See All »
Schedule of Events
Virtual Conference Series
Products and Services
Post a Question
Quick Start Guide
Find and Post Jobs
Real-World Education for Modern Marketers
Join Over 615,000 Marketing Professionals
Ask your question ... sign up today! It's FREE!
Just for Fun
MProfs PRO Seminar Q&A
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
11/26/2012 at 2:14 PM ET
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?
11/26/2012 at 2:37 PM
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.
11/26/2012 at 3:46 PM
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?
11/26/2012 at 3:48 PM
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.
11/26/2012 at 8:43 PM
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.
11/27/2012 at 11:32 PM
"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
BACK TO TOP
Post a Comment
Consumer Psychology and the E-Commerce Checkout [Infographic]
by Verónica Maria Jarski
It's a New Brand World: 14 Things You Need to Know About ...
by Linda Kearns
The New Anti-Spam Law in Canada: A Primer for Email Marketers
by Ryan Harris
The Most Effective, Most Used, and Most Budgeted for Digital ...
by Ayaz Nanji
How to Be the Worst Email Marketer in 10 Easy Steps
by Karol Król
See more marketing articles »
MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that
provide your social data to 3rd parties
contact friends on your network
post messages on your behalf
interact with your social accounts
Your data is secure with