Single-flavour brand expansion – overview
- Heritage brands introduce new flavours to remain competitive and visible
- Greater consumer choice means nostalgia alone no longer guarantees attention
- New flavours help brands attract consumers beyond their core audience
- Flavour extensions can defend market share against innovative competitors
- Successful launches maintain brand identity while adding novelty and interest
A number of brands that have historically been associated with single flavours, such as Terry’s Chocolate Orange and After Eight, have introduced new flavours in recent years.
The former is no longer just orange, and now boasts products such as Terry’s Chocolate Mint, Terry’s Chocolate Caramel, and even Terry’s Chocolate Milk.
More recently, Nestlé announced the release of Caramel, Orange and Raspberry additions to the After Eight brand, which has historically only included Mint.
These brands have not always been exclusively a single flavour. Terry’s was launched as a chocolate apple, and After Eight was initially launched in three variations, before the other two were discontinued, according to its former owner Rowntree’s. Yet for a long time, they have been single-flavour brands – orange (with a few variations) and mint – respectively.
Not any more. Why the new flavours?
Heritage no longer cuts it
In confectionery and beyond, brands are aiming to evoke nostalgia by reintroducing older flavours and formats. Take Quavers’ recent reintroduction of its salt and vinegar and prawn cocktail flavours, for example.
Yet for brands such as After Eight, which have stayed constant for many decades, heritage and prestige is no longer enough, explains Michael Hughes, head of research and insight at market research company FMCG Gurus. They must compete with the many, many options that are available for consumers today.
Brands have taken this path before. Red Bull, according to Hughes, was provoked to introduce new flavours due to the “proliferation” of the energy drinks market, particularly the “aggressive flavouring strategy” of Monster.
New flavours allow a brand to defend itself, preventing competitors from gaining a foothold, says David Aaker, vice-chairman at consultancy Prophet.
Furthermore, new flavours can provide energy and interest to a brand, says Aaker. They can increase the user base, as current flavours may not be attractive to everyone.
Introducing new flavours adds a level of fun and experimentation that such brands did not previously have, points out Hughes.
Nevertheless, brands that do this are careful not to deviate from their core flavours or positioning, he explains. Terry’s Chocolate Orange, for example, has retained its iconic orange shape for its new products, even though they are not orange flavoured.
To really succeed in introducing a new flavour, it should be seen as congruent with the brand’s image, suggests Hughes. For example, After Eight has always been seen as a premium product, so it must stick with premium flavours. Retaining their image despite the novelty of flavours helps brands mitigate risk.
Brands that finally expand from being single flavour and embrace new ones are operating in a competitive market. The fight for consumer attention is fierce, and sometimes respect and prestige just won’t cut it. A new flavour can break through the noise and make an old brand relevant again.
