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Trends

Coca Cola's infamous white can experiment failed, partly because consumers perceived a formula change due to the new packaging color.

How packaging can make food more flavorful

A fascinating article came out in the New Yorker this week focused on the work of Charles Spence at Oxford University. This professor of experimental psychology has been doing tremendous work with consumer perception and food, using all kinds of sensory variables like sound, color and packaging to study how the human brain naturally perceives...

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Do natural food brands lose trust when purchased by "Big Food"?

Do natural food brands lose trust when purchased by “Big Food”?

How much do consumer perceptions change when a small natural/organic food company is purchased by a conglomerate? As this trend continues across the consumer packaged goods world, NPR talked with many food company founders to understand their point of view. For shoppers who like their food natural, local and organic, though, these deals can be...

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Reframing calories into energy could have a real impact on food choices

Using context to shift consumer behavior in food labeling

For years food companies have been complying with the mandated NLEA information under the assumption that they help consumers make better food choices. Based on FDA labeling laws, industry initiatives and the Affordable Care Act we've seen calorie counts added to the sides of food packages, the front of packages, restaurant menus and even the...

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The economists from Freakonomics explore the hidden side of store brands.

Is there magic in your brand?

We're big fans of Freakonomics (and economists Stephen Dubner and Steven Levitt) here at Pivot. They recently featured a podcast (with an unintentionally misleading title "How to Save $1 Billion Without Even Trying") on the economic value of brands by exploring the hidden side of store brands and informed shoppers. "You could take two identical objects...

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