In this exclusive video interview, Jago told FoodManufacture.co.uk that telling customers stories about how and why food and drink products were produced could deliver significant business benefits. Those included boosting sales by raising a product’s profile and strengthening customer loyalty to a particular brand.
“It’s about romance,” said Jago. “Brands that re-romance the consumer by making an emotional connection.”
But Mintel’s director of insight and innovation acknowledged that the process was easier for small manufacturers than for very large scale businesses.
Could backfire
He also warned that such initiatives could backfire if not carefully managed. Find out what those pitfalls are by watching our video interview, filmed during the one-day conference.
Meanwhile, discover why industry experts believe edible insects could be coming to a food or drink factory near you before too long.
The Food Manufacture Group conference – New Frontiers in Food and Drink – was staged on Thursday March 17 at etc. venues St. Pauls, London on Thursday March 17.
The event was sponsored by Lloyds Bank and legal specialist Roythornes Solicitors.