...The Moores at Aspen Mount





Soft toys go global





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Grumble +1: Why I donít like endless new crisp flavours and other limp branding rip offs

This may be unfair but it would appear to me that snack food manufacturers have perfected the art of throwing random ingredients together under one brand name and then tossing them out into the public arena to see whether the novelty factor can boost sales for a day or day. Peanut studded kitkats for example. Dark chocolate Kitkats were a decent enough idea, but then came white, then chunky, then orange, then Special Editions with berry sauce and now Peanut. If I want a chocolate bar with peanuts in it then Iíll eat a Marathon thank you. Sorry, a Snickers. If I want a Kitkat, then Iíll buy a Kitkat. At least have the imagination to call it something different. Calling Nestle marketing teams - think of a new name and a new brand, itís what youíre paid for.

And Crisps. How many flavours of crisp does the world need? How many discrete flavours of crisps is it possible to invent? How many different names can you give a packet of cheese and onion? We donít need to know the type of cheese or the colour of the onions, thank you. Are we going to buy more crisps just because there is a new flavour every two or three days? And what is asparagus and a knob of butter flavour anyway? The consumer needs choice, but not this much choice. Some poor sod has to spend their entire working life formulating infinitesimally different crisp flavours because the marketing team canít be bothered to invent anything new. As a consumer, I may be feeble minded to a certain degree but I can manage to live with a relatively small number of contrasting choices, and I can just about struggle through the concept of trying something completely new for once. The supermarket shelves are being identikit blocks of single brands stretched to breaking point over too many marginal products. Cadburys have taken the majority of their range and rebadged it as Dairy Milk with a hint of bubbles or turkish delight or caramel. What was wrong with the old designs and names???? Save us, someone, from this tidal wave of conformity and mediocrityÖ (and salmonella!).