Sainsbury's 'Future Brands' Initiative Offers Opportunity To Gauge Brand Effectiveness
Sainsbury's 'Future Brands' initiative, which has now gone in-store with the rollout of standalone 'Taste The Future' installations, offers smaller, up and coming brands the opportunity to prove their worth at a time when ranges are being cut back and products de-listed, an industry expert has said.
Andrew Cole, joint managing director at category management firm Bridgethorne, said that the programme shows that it remains possible for suppliers "to successfully pitch new products if the product, its rationale and the way it is presented all meet certain key criteria," he says.
"Products that either open a new product area within a category or fill an existing gap are most likely to succeed, but only if backed by credible commercial and insight-based evidence," he adds.
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