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 to establish a new brand platform reflective of current trends, relevant to a wider audience and, ultimately, to strengthen its challenger-brand status.
Persuading shoppers to choose one bake-mix brand over another is no easy feat. Decisions are often tied to memories of the brand that mom used, promotional pricing or flavor variety. In an industry dominated by food brands owned by 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.