BY NATASHA CASE
For my choice of winners in the World Dairy Innovation Awards, I am looking for five major categories.
First is innovation and adventurousness – the ability to think outside the box and do something different. At Coolhaus, this is an everyday pursuit.
Second is quality with the ability to scale. I’m really not interested unless you can take an idea, execute it, but then also deliver this idea to all of those out there that are hungry for a fantastic creation. If you can’t reach this audience, the idea isn’t properly developed.
Third is transparency as far as how the story and sourcing for the brand is communicated. So much of a compelling brand belongs to its visual identity. Consumers are spending longer than ever inspecting packaging, so it’s got to be incredible.
Fourth, a unique market strategy: for us, this was mobile food trucks turned packaged goods – but there are many ways to test a concept before it comes to fruition. I am looking for entries that have done it best.
Lastly is a compelling brand culture. I think today’s consumers are smarter and more well-informed than ever, but also more eager to embrace and celebrate brands that speak to them. So much of that is about feeling connected to that brand, feeling that you are part of the cult of the brand.
The above five factors generally are the architecture for the brands and products out there that will achieve the coveted space in these consumers’ minds and hearts.
© FoodBev Media Ltd 2021
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