Peperami is investing heavily in its category to broaden appeal and showcase the brand as being far more than its traditional product.
Investment in marketing has helped PepsiCo improve “perceived value”, meaning it has been able to raise prices without losing customers.
There is an “evident loophole” in rules allowing brands to create “pester power” for sugary products through packaging which appeals to children, says Action on Sugar.
Batchelors grew revenue by 20% in its most recent financial year, something which brand director Naomi Shooman attributes to continued investment, consistency, innovation and its ability to tap into new occasions.
The online retailer says it has progressed towards its strategic goals but remains exposed to overreliance on promotion and returns.
The hygiene business saw growth slow in the UK as the bathing and washing category declined but kept investment in its brand marketing high.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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