How to get consumers to buy a new food brand, by Popcorn Shed
By: Isobel, redwigwam
Let’s face it, we are all creatures of habit. When we find a product or brand that we like, we buy it again and again and become loyal customers. They say ‘If it ain’t broke, don’t fix it’ and so why try something new and unknown? This can be problematic for new brands. How do they stand a chance against established products that have a loyal following? How do new brands get the customer’s attention?
One way that start-up brand Popcorn Shed wins new customers is by getting as many people as possible to try their popcorn.
“When you have a great tasting product, half the battle of winning new customers is simply getting people to try your product. We often have customers say that they have never tasted popcorn as delicious as ours. ”
Laura Jackson Kernel-In-Chief, Popcorn Shed
Popcorn Shed is a new gourmet popcorn brand that is making gourmet popcorn the way it should be: by hand, using all natural ingredients, carefully sourced, lovingly crafted and free of any nasty preservatives or additives. Each kernel is air popped to create fluffy popcorn that is then lightly coated with a delicious caramel sauce. Popcorn Shed is all about TEXTURE they use inclusions such as nuts and chocolate to create textures which enhance taste, flavour and mouth-feel. Popcorn Shed’s popcorn is extra crunchy and delightfully “moreish” and they are convinced once you have a taste you can’t have ‘just one’ piece.
Popcorn Shed invests heavily in brand activation work such as in store tastings. Popcorn Shed is convinced that the proof is in the popcorn! Once someone tries their delicious gourmet popcorn they will become a loyal customer. However, as a small family business they are not able to travel up and down the country as much as they would like to conduct as many tastings as possible. Therefore, when they are not able to do tastings themselves they use RedWigWam who have friendly staff all around the country able to do this instead.
Popcorn Shed has also recently launched a snack pack version of their gourmet popcorn which are not only delicious but also under 140 calories! This enables customers to try their popcorn at a lower price point and take a smaller risk with trying something new.