Eddie Stableford, the UK's Foremost Food Brand Expert
Demanding lifestyles, driven in the main by increased prosperity and greater consumer choice are creating a 24-7 food for fuel culture. Our eating habits continue to change and skipping traditional meals has become more commonplace worldwide as we juggle work, looking after our families, household chores and leisure activities with many investing less time in …
It’s a funny old business this branding lark. In a number of client conversations last week, I found myself talking about ‘the language of the category’. But what do I mean by that? Brands exist in our heads. You can’t see them, touch them, smell them or hear them. And they are much more than …
A conversation about brand short-hands and symbols with a client this week led me to writing this article which explores the origins and importance of visual equities in brand design, a discipline often known as semiotics. When someone mentions Florence Nightingale, one particular image likely comes to mind: a caring presence, head covered by a …
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In conjunction with my Food & Drink Trends 2023 report I have now concluded my research into emerging cuisines and flavours – what’s hot and what’s not. My analysis has identified exciting opportunities for innovation both in terms of flavours and products which I've featured in my report and with the food and drink sector …
In my role as a strategist, ideator and innovator, I regularly meet individuals embarking on a new venture who need help in developing a new product concept. But I believe that successful food innovation starts with exploration of all aspects of relevant research, current consumer behaviour and the impact of accelerating trends in shaping products …
The average purchase decision process in retail takes just 5 seconds so immediacy of communication through engaging packaging is vital. But how does brand and packaging design positively influence this purchase behaviour? Putting price aside, if it’s a regular buy, the packaging shape, form and colour act as a visual shorthand, enabling the consumer to …
In my role as a food brand mentor, I meet numerous businesses at different stages of their brand journey, but in all instances I encourage them to look at every aspect of their business concept - not just where it is today but their longer term vision. Typically, this includes all the aspects that can …
Health and wellness is not a new phenomenon but COVID-19 accelerated the focus on holistic wellbeing. Individuals have become more aware of the importance of staying physically and mentally healthy to cope with the heightened stress and anxiety levels in the new normal. In particular, brain health, emotional wellbeing, and stress management and reduction are …
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Three years on from COVID, do we have a 'new normal' and what are the challenges facing brands in an ever-increasingly competitive market place? During the pandemic, some 30% of spend on eating and drinking-out moved into the large retail food outlets and online, and certainly some of this trade has moved back into hospitality, …
The power and reach of social marketing is transforming the capability of brands large and small to reach and communicate with audiences in ways that were never possible before the birth of this medium. At the same time, brand intelligence through big data is facilitating one-to-one personalised dialogue with consumers and indeed, enabling brands to …