How King Arthur turned flour from a commodity CPG to a branded CPG
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Consumer packed goods is a tough business. Almost every single consumer product category features entrenched players who have brands backed by literally hundreds of millions of dollars. Not only do companies need to create products that consumers want, but they must fend off competitors who are using their hundred-million-dollar war chests to entice customers (retailers) to give preference to their product through discounts and other sales incentives.
How King Arthur turned flour from a commodity CPG to a branded CPG
How King Arthur turned flour from a commodity…
How King Arthur turned flour from a commodity CPG to a branded CPG
Consumer packed goods is a tough business. Almost every single consumer product category features entrenched players who have brands backed by literally hundreds of millions of dollars. Not only do companies need to create products that consumers want, but they must fend off competitors who are using their hundred-million-dollar war chests to entice customers (retailers) to give preference to their product through discounts and other sales incentives.