Food Entrepreneur - August 30, 2022 - 4

FOOD ENTREPRENEUR®
You are what you eat ...
AND WEAR
Brands are pushing boundaries with
fashionable, statement-making merchandise
BY NATALIE SHMULIK
C
onsumers' hunger for self-expression has led to an explosion
in branded merchandise sales across every niche -
especially in food and beverage. Wearing bold logos and
thought-provoking statements allows people to express their
beliefs and personalities. With its ability to build engagement
around shared values, merchandise can start conversations,
emphasize brand persona and, most importantly, drive sales.
Promoting branded merchandise is
an ideal marketing strategy for food
businesses; however, careful execution
is key to avoid derailing a brand's
hard-earned success.
Historically, branded merPromoting
clever and
chandise was an afterthought used
only for logo exposure, resulting in
little impression and a graveyard of
mismatched pens. Today, brands are
pushing boundaries with fashionable,
statement-making merchandise that's
driving product engagement. Displaying
branded accessories can be
a reflection of one's identity; for example, carrying reusable
totes may showcase a commitment to sustainability, while an
organic labeled green juice touts a dedication to health. These
products also are a creative outlet and voice that entrepreneurs
can use to connect with consumers and humanize their
brand.
Timing, investNatalie
Shmulik is the chief strategy and
incubation officer at ICNC and The Hatchery
Chicago. Email editor@sosland.com.
44
Food Business News
ment and alignment
of merchandise with
a company's values
and sales goals are
essential for success.
Most brands start
exploring this space
after at least six
months of operation,
giving time for the
core product to gain
traction, prove the
concept and demonstrate
interest.
Emily Griffith,
wearable merchandise
can elevate a brand
- and create an
impression that
persists far beyond the
last tasty bite.
founder of Lil Bucks buckwheat snacks and toppings, " wanted
to have enough of a base to give back to employees, partners and
influencers. " It took two years to develop merchandise, but customers
wanted more when brand ambassadors started wearing
Lil Bucks attire during demos. Soon, cleverly branded " Lil Bucket
Hats " were spreading interest and sparking trial orders.
Versus paid advertisements and coupons, a thoughtful gift
with purchase may be a more affordable
and personal way to retain loyal customers.
For Ali Bonar, co-founder and chief
executive officer of Oat Haus and inventor
of its granola butters, merchandise took
off when she shifted from selling generic
gear to offering creative gifts with
purchases. Her clients proudly adopted
the brand's products and statements as
their own, whether eating oatmeal with a
gifted gold spoon or wearing trendy " Free
the Drip " tank tops around town.
As Ms. Bonar learned, the products
must complement the brand's story.
" Storytelling on social media is key, " she said.
For example, as a sustainable company, Lil Bucks uses organic
materials to avoid a mismatch with its mission or threaten
its authenticity. Its new branded beach towels also sport QR
codes linked to a direct checkout for Clusterbucks snacks. In this
way, each complementary item has a defined investment, a clear
purpose and a distribution plan - whether it's an incentive (gift
with purchase), a marketing campaign (contest giveaway) or
a potential revenue driver. Compared to the expense of creating
a new stock-keeping unit, a non-perishable gift may be a
significantly more affordable and low-risk way to keep a brand
fresh. Merchandise can fill gaps between product launches and
promotions to help avoid stagnation and spark engagement.
Creating outside-the-box merchandise is often a collaborative
effort. Ms. Bonar engaged her marketing team, interviewed
manufacturers and scoured online sources to find quality goods
that fit the bill.
" You are what you eat " has become a form of self-expression
for consumers looking to connect with like-minded individuals
and food brands. Promoting clever, bold and wearable merchandise
can elevate a brand - and create an impression that persists
far beyond the last tasty bite. ▪
August 30, 2022
OAT HAUS
Food Entrepreneur - August 30, 2022

Table of Contents for the Digital Edition of Food Entrepreneur - August 30, 2022
