Trend News / Product Development Features / Tactics
Following The Buzz

Overextending Your Brand

September 12, 2013

As private label lines become more sophisticated, sometimes morphing into recognized brands, the question of what products to add to your lineup comes into question, especially for retailers with several private label tiers.

Starbucks Coffee Company recently announced a new joint venture with Danone to co-create a line of new, healthy specialty yogurt products. The move is expected to advance Starbucks’ health and wellness offerings for its customers under the company’s Evolution Fresh brand, with the parfait Greek yogurt products branded as “Evolution Fresh, Inspired by Dannon.”

Shoppers will see the yogurt in stores in spring 2014 and in grocery channels in 2015.

OK, so Starbucks wants to sell ready-to-eat parfait Greek yogurts and cash in on the growing Greek yogurt market. Makes sense… They sell coffee-flavored ice cream in supermarkets. Oh wait, they don’t.

“Starbucks ice cream is saying goodbye,” read the company’s website at time of press.

So maybe the expansion into coffee-flavored yogurt will be its new focus? Except…

“The products won’t necessarily be coffee flavored—we haven’t announced specific flavors—as this is more about Starbucks expanded selection of delicious and healthy yogurt parfaits in its stores and in grocery channels,” Linda Mills, senior manager, global brand PR, Starbucks, told me when I inquired about the new yogurt.

Personally, I expect Starbucks to produce coffee-flavored items because it’s a coffee chain. To me, this move seems like it will water down the brand. The Starbucks powerhouse will probably succeed, already offering yogurt in its stores, but keeping the core mission of your line in mind is important.

 Make sure you aren’t overreaching your brand and that every SKU in the line makes sense. If your brand isn’t instantly recognizable and understandable, it won’t help drive your overall presence.

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

Recent Articles by Jamie Grill-Goodman

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

April 2014 New Non-Food Products

This month's new non-food products include sunscreen bands, makeup remover, lip balm, jumbo cotton balls, healing ointment, and a shelf-management system for better merchandising.

Podcasts

Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

THE MAGAZINE

Private Label Buyer Magazine

PLB April 2014 cover

April 2014

The April 2014 issue of Private Label Buyer includes articles on Omnichannel, store brand sauces, and more. Check it out today!

Table Of Contents Subscribe

NBB Private Label Foods

Which factors will drive further awareness—and development—of national-brand-better (NBB) private label foods?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

plbuyer superstore logo

STAY CONNECTED

facebook_40px twitter_40px  youtube_40pxlinkedin_40px