Private Label: From Convenience to High-End

The international innovating offer of frozen products of manufacturers’ brand, is built around a request of Pleasure and Practicality, at the origin of numerous food trends, more or less represented depending on various geographical areas. Understanding these tendencies enables a clear decoding of the response of manufacturers to a customer who is becoming increasingly demanding, always requiring innovations.Food is first of all a question of pleasure. Even if frozen products are historically connected to the notion of practicality, manufacturers must ne­ver disregard this dimension of pleasure the consumer systematically searches for.The pleasure factorSeveral trends declining the plea­sure structure the innovation of the frozen pro­ducts offer. Le Petit Plaisir Quotidien (Little Daily Pleasures) starts from the finding that food is a means of obvious possibility to allow oneself little daily luxuries in this crisis period. It is easier to pay a little more for allowing oneself to enjoy a premium product once in a while than to buy the latest fashionable smartphone. In terms of innovation in the frozen products category, this is illustrated by gourmet foods in individual format for reaching an af­fordable face value with a premium location which is justified by the use of ingredients in demand. The packaging promotes this idea of little food luxury: individual ceramic holders, glass recipients, small casseroles, small wooden or wicker cups are a few response packaging accomp...

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