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Thursday, February 16, 2012

Smaller candy bars more healthy? Or just more profitable?

Observation:  There was an interesting pair of stories about companies that are changing the size or type of their products… in a quest to benefit the consumer.

The first artice came through Reuters, and indicated that Mars would stop selling jumbo-sized candy bars, in the interest of encouraging a more healthy snacking lifestyle.  Click here to see that story.

The second story came from Marketing Daily, and explained that Tropicana will be developing beverages that contain less juice and more water (even hinting that they are yielding to consumer preference).  Click here to see that story.

Implications:   Both of these stories sound like spin to me, but let’s wait and see what the marketing looks like.  Can Mars explain that the reduction in candy bar size is an effort to help people snack in a more health-conscious manner?  (Will the price of diet-friendly bars remain static?)  How will Tropicana sell the idea that people prefer watered-down juice beverages?  Will either company be seen by consumers as simply trying to adjust products as a means toward a price increase?

I’ve been a copywriter for more than 30 years… and I’m eager to see how these hands are played. 

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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