Budget claim for food concepts

Marketing Monday ---- budget claim for deliciousnutritious food
Would that work, a proposition where deliciousnutritious food concepts bear a budget claim? A price per portion next to price per kg?
What if brands and retailers helped customers better understand not just how much they're paying, but what they're really getting for their money in terms of deliciousnutritious food?
Does that already exist? Is that already applied by brands/retailers?

Why could this be an interesting proposition?

• Price is a strong driver in FMCG like food
• Nutritious food is seen as more expensive
• Nutritional status is associated with economic status, the lower the worse nutritional status is

What is the idea of this proposition?

• Make budget impact explicit, quantify it and present it as a (deliciousnutritious) concept
• Quantify it similar to the kg price & packaging price through a portion price
• Concepting goes beyond the product like story living and values in addition to attributes/benefits
• Integrate delicious with nutritious through smart food pairing, end-user-skill support with community building and preparation hacks

How this can be done?

• Start with staples – whole grains, pulses, and unprocessed basics often deliver high nutrition for low cost — especially in large packs with a lower price-per-kg
• Focus the positioning more on the deliciousness of the nutritiousness that's IN the product, instead of the OUTSIDE that's typically promoted in CPG being the brand, packaging and its convenience.
• Link this deliciousnutritious attribute to the budget benefit of it
• Link this time investment of consumers to the value of your-worth-it….to spend some kitchen time on this

Many nutritious, bulk food items have minimal branding. They're often treated as commodities — but they don't have to be. By integrating a portion-price claim with a deliciousnutritious concept and offering empowering consumer support, brands can unlock untapped value in a highly competitive space.

Let's co-create something meaningful — from market insight to meal delight.

Typically the nutritious, bulk variant of staple goods have limited branding, a portion-price type of claim combined with customer empowerment to prepare deliciousnutritious foods will enrich its proposition options. Happy to co-create this as a mutritionist😊

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