SARA LEE® BREAD: BAKING IN A NEW SWEETENER STRATEGY
As you know, food and beverage manufacturers continue to adjust formulations in an attempt to meet the ever-changing tide of consumer demand. Bread brands including Sara Lee have recently made the type of sweetener in their bread a point of differentiation. The case study analyzes the impact these marketing tactics have on sales. Key findings are highlighted below:
· When Sara Lee replaced high fructose corn sugar (HFCS) with sugar in one of its brands, sales dropped.
· Sales of white bread are stagnant or down. Consumers are focused on whole grains and gluten-free.
· Two consumer segments say they’re concerned about sweetener type, but it isn’t reflected in their purchase behavior.
The full case study can download here!