Appealing to the new generation of bakers, Krusteaz changes things up
Krusteaz® is making it easier to shop the bake-mix aisle by introducing a new package design one that stands apart from the existing sea-of-sameness and inspires more people to use its pancake and bake mixes. As the largest brand within family-owned business Continental Mills Inc., Krusteaz partnered with Tether (tether.com) to articulate the new brand platform reflective of current trends, relevant to a wider audience – and ultimately to strengthen its challenger-brand status.
Compelling shoppers to choose one bake-mix brand over another is no easy feat – decisions are often tied to memories of what brand mom used, promotional pricing or flavor variety. And, in an industry dominated by food conglomerates, such as Betty Crocker, Duncan Hines, Aunt Jemima and others, there are few differentiators more influential than the trust that comes from legacy-brand familiarity. In a category where product differentiators are hard for consumers to identify, the challenge becomes even more difficult.