There has been growing consumer skepticism of complicated formulations and unfamiliar ingredients recently, and food companies are paying attention: ‘Natural’ is now the top label claim on new product launches, according to market researcher Mintel.
The Post Foods campaign, which will involve print, web and broadcast media, hopes to tap into this desire for simple, natural ingredients by highlighting that the cereal has remained unchanged since it was first introduced 117 years ago, and still contains only “one simple, honest ingredient – 100 percent natural whole grain wheat.”
Explaining its new marketing strategy, senior brand manager for Shredded Wheat at Post Foods Bonnie Lidz said: “Our natural whole grain wheat is as good for you now as it was then so there's been no reason to change it.”
Recessionary values
The company also aims to tap into changing consumer values during the recession, as people look for comforting, simple and familiar foods.
Director of integrated insights and strategy for Post Foods Kelley Peters said: “There's been a marked change in American values, with a greater desire for honesty, trustworthiness, and security during a time of economic and societal uncertainly.”
The company added that its focus on remaining the same for more than a century should come as a “refreshing change…in an increasingly complex and rapidly changing world.”
A recent report from Packaged Facts claimed that digestive health would be “the number one health and wellness area in 2009”, with emphasis on fiber (along with probiotics and prebiotics). And as nutrition information moves front-of-pack, the market researchers predict that more companies will be turning their attention to simplicity and looking to remove artificial colors and flavors.