It's not just about trade promotions and distribution plays
And those that have turned things around did “not simply rely on trade promotions or distribution plays,” says Hartman. Their strategy was instead “highly adapted to the faster pace of trends, to the redefinition of food quality driven by the premium end of the market, to new communication technologies and to a pickier, more skeptical general consumer base than when they were originally sold.
“In other words, they accepted that they had to reconnect with both popular culture and/or food culture in order to gain attention, relevance and growth.”
