Article:
With the recent trend of healthier, all-natural and organic alternatives on the rise, the founder of Digitas introduces a new line of candy called Unreal. On the market just in time for Halloween, Unreal products are referred to as a "candy coated mission to unjunk the world." The lines consists of candies similar in look, taste and price to competing brands such as M& Ms, Milky Way and Reese's. However, their value proposition is that unlike these other candies, their products are made with all natural, organic, and sustainably sourced ingredients. They are using celebrities such as Tom Brady and Gisele Bundchen to endorse the products and their differentiating attributes through Youtube and through their personal Twitter pages. With companies such as Mars, Hershey, Kraft and Nestle controlling over 65% of the candy market, the question is whether Unreal has the ability to compete with these veteran brands.
Discussion Questions:
1. Do you think that Unreal has the opportunity to steal substantial market share from these veteran brands (Mars, Hershey, Kraft, etc) or do you think that the candy market consists of too many habitual or loyal consumers to push people to change their candy purchasing habits?
2. Along with that, do you think that do you think that candy is a product category where consumers are looking for healthy alternatives or is it looked at as simply a guilty pleasure? Why or why not?
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