Published February 17, 2021 on Vegan Food and Living
What steps do you need to take when you have an idea and want to develop a new vegan product or brand? Richard Horwell from Brand Relations reveals all
When it comes to creativity, the UK is amazing. You can see this in the innovative vegan products that have emerged in the Food & Drink sector over the last couple of years.
Many individuals, as well as established companies, have been involved in this exciting new area. So, if you have a good idea for a new vegan product, you may be thinking of getting involved and starting your own business.
While it is excellent to have an idea that you believe in, you need to consider the fact that launching a product into the Food & Drink sector is far from simple, even with the increasing interest in vegan products.
Let’s go through the six steps you’ll need to consider on how to develop a new vegan product:
How to develop a vegan product step one: Research widely
We have so many clients that come to us with very little idea of the competition in the category they are planning to enter. The more established a category is, such as Kombucha for example, the harder and more expensive it will be to make any inroads.
Don’t just look at the UK, research the rest of the world.
You can learn a lot from the mistakes other vegan brands may have made, and get some great ideas from the flavours they used.
You can understand the messaging they have chosen to use with their audience, how well they are selling in their market, and their retail price.
How to develop a vegan product step two: Find your POD (Point of Difference)
Think hard about your offering and why it will stand out.
It is true that some small brands have become big brands and even taken on giants such as Coca Cola, so much so that the big players have spent millions to acquire them.
But to stand out from the crowd you must have a POD so that your target audience will cross the road to buy your particular vegan food or drink item.
A point of difference is not just about being vegan, having an exciting flavour or eye-catching packaging. It is being unique. Blending ingredients that others have not thought of before, and, making sure it tastes great.