Heed Health
“A weekly 'marketing lesson' from Quizative on the heels of its participation as a 'Marketing Mentor" in the reality show Recipe to Riches airing on the Food Network. Previous episode write-ups here.
Recipe to Riches: Episode 6 Marketing Lesson: Heed Health In this episode, the two finalists were Audrey Tannant with her Frozen S’Mores treat and Rosy Soobrattee with her Creamy Indian Kulfi. Audrey joined our team in the @Quizative boardroom to help launch her product. Her product was a combo of marshmallow ice cream, chocolate dipped graham crackers and a roasted marshmallow topping. Her recipe was inspired by hockey and she called her product the Hat-trick Frozen S’More with the great tagline “She Shoots, She S’Mores”
She faced off against Rosy’s East Indian inspired ice cream dessert and fought hard all the way through. In overtime with judges, it seemed like a close tie until Rosy took the win. The judges, Laura Calder, Tony Chapman, Dana McCauley and Galen Weston said that it was pretty much a coin-toss but the final tie-breaker went to Rosy without any real reason on why the decision went to her.
Allison Laux, a partner at Quizative, observed there was a good reason for the win even if it wasn’t acknowledged. She agreed with Laura Calder about the health – or lack thereof – of Audrey’s frozen treat. Laura’s comment about the serving size and the necessary health info that would be included on the packaging was very insightful. It is okay to sell an indulgent treat but it’s no longer cool to sell huge quantities with massive fat/sugar counts. Downsizing treats has been a trend for adult women for years now (i.e. the 99 calorie portion). Given that she was targeting kids, making this treat in a smaller size would be more appropriate to the finger/mouth size of children, and add up to a more reasonable calorie count. As experts warn us about increased obesity rates in children and the numerous related health issues, it is more important than ever to heed health and make sure we continue to consider the importance of nutrition.
Adrian Capobianco