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Hybrid Produce Brings Advertising Dollars!

Savvy companies could develop hybrid varieties of fruits and vegetables and market them as an extension of their brand. Attracting the attention of kids to healthy foods!

Photo of Demian Repucci
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Hybrid fruits and vegetables have existed and been produced for hundreds of years. Apples are a good example of this. Descriptions of apple varieties in the grocery store will tell you that this apple is a product of growers combining two different varieties to give the result a sweeter flavor that bakes well. Or that apple is the product of growers developing a fruit that is crunchier and tarter than others. What if brands used this as an opportunity to extend their identity into the produce aisle of the store?
A creative company could develop a new variety of a fruit or vegetable. They could then name it as their own and start to brand it as an extension of their products. Sprite would be an easy one. If the drink combines the taste of lemons and limes why not develop a fruit hybrid that is half lemon and half lime? It could be called the 'Limon' or the 'Sprite' lemon or any one of a number of clever names. Sprite could then advertise it and tell the story of their carefully selected fruit used for the drink which can be bought on its own.
Nestle is another good example. Instead of those super-sugary drinks that Jamie Oliver sees all of the school children drinking, why not promote the Nestle 'Quick' strawberry that is selected and grown specifically for the drink? The kids that like the drink might then be interested in eating the natural strawberries.
Campbell's Soup could also have a lot of fun. They could develop a new mushroom variety and call it the 'Warhol' mushroom, connecting it to all of the visibility Campbell's receives due to Andy Warhol's appropriation of their iconic soup can. We use carefully selected mushrooms in our soup. If you would like to use the same mushrooms you can buy them in the produce aisle.
Cherry Coke could advertise special cherries bred for their sweetness and 'fizzy' quality. Smucker's could develop a new grape and name it after the company's founder to help build a story of tradition.
The possibilities are many. The main point here is that there is a big opportunity for brands to utilize the fruit and vegetable section of the grocery store as a way to extend their identity. Naming and branding their own varieties of produce would allow companies to talk about the great natural ingredients chosen and developed to be used in their products as well as draw kids attention to the names they recognize and love that now are popping up in the vegetable aisle. Which would hopefully get them interested in eating the fruits and vegetables that their favorite snacks are made from.

Age of kids. The solutions to changing kids’ eating behaviors will vary depending on their age. What works for a toddler won’t necessarily fly for a teenager, although we suspect some concepts might be appropriate for all ages—even adults! Which age bracket does your concept address (tick all relevant boxes)?

  • Elementary (Kids) 5-10
  • Middle school (Tweens) 11-13
  • High school (Teens) 14 -18
  • Young adults 18-21

Hurdles to success. Helping kids make smarter food choices comes with a variety of hurdles that have to be addressed in order for a design solution to be successful, which of these do you think that your Concept overcomes (tick all relevant boxes)?

  • Peer Pressure
  • Lack of Knowledge

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Photo of Fei Xin

Great idea! It could attract more and more kids to eat healthy food. It is a good way to educate kids how to choose healthy eat, and educate have a good healthy eating habits for them. I am looking forward to know more informations about that.

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