Essay on Branding And Packaging Mod4

Submitted By Erin-Mn
Words: 1050
Pages: 5

Critical Thinking Module 4 ­ Branding and Packaging

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Branding and Packaging

Almonds are growing in popularity by popping up in nearly everything that we consume.
They’re in everything from drinks to baked goods. Almond milk in particular has been in the spotlight as it continues to embark as one of the most popular non­dairy beverages; on its way to outshining soymilk. And as more of the population become lactose intolerant the non­dairy beverage market will continue to grow. There are several brands that offer almond milk, including Whitewave Foods who first started out offering Silk soy milk before coming out with their version of almond milk. There is also Dream, who offers a delicious assortment of non­dairy milk desserts and beverages. Retailers like Trader Joe's, Vons, and Ralphs too offer their version of the popular non­dairy beverages. Brand Loyalty I’ve made sure to try any new almond milk that comes out just to make sure I have the best one, and so far I always come back to Almond Breeze. Why? It’s not the price that’s for sure since it’s one of the more pricier almond milks around. It’s not the advertising, because I lack the media channels they use for that, but it’s the fact that I was introduced to it many years ago as a child during a store demonstration at Trader Joe’s. Of course they offered me the chocolate one and I was hooked. I begged my mom to buy me a small container which was very overpriced, but I enjoyed every ounce of it. In that respect, they knew to target the chocolate flavored to children and the plain to adults. The quality of it has definitely improved as time has

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gone by, and as more almond beverages are introduced into what I think is an oversaturated market, it still stands out as the one of the best tasting. Where some almond milks are watery and grainy, some are too thick and much too sweet; even reduced sugar kinds. I also tried making my own, which was great and I would have loved to keep making except the process was time consuming and without stabilizers it keeps for even less time than store bought almond milk. My love for Almond Breeze is so deep that I considered signing up for Costco just because
I thought I could buy Almond Breeze in bulk there. Sad to say, they only carried Silk almond milk which is one of my least favorite brands of almond milk because of the taste, texture and funny aftertaste. I would have even settled for Dream had it been available at Costco, since they do have some outstanding rice milk and pretty good almond milk. Still compared to Almond
Breeze there is a lack of body and richness. A brand over a hundred years in the making, Blue Diamond is one of the largest and leading growers of almonds, so it’s not hard to trust a brand with that many years of experience. Their website boasts that no one knows almonds like they do. They have 3,000 growers all based in
California and have patents on their process for making Almond Breeze, so with this I feel I have a good reason to be loyal to them. Blue Diamond Almonds carry only three product lines within their brand and use family branding for two of them since the almonds were the original product.
They offer Nut Thins, a gluten­wheat free cracker available in 7 flavors, and Almond Breeze in unsweetened original and vanilla, regular original, vanilla and chocolate, reduced sugar, hint of honey, coconut almond blend and shelf stable varieties of all the flavors.

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Although I feel the outer packaging of Almond Breeze is a bit busy, it does answer all the questions a person who has never drank almond milk has. Very straightforward on the front of the carton it states it’s soy and lactose free. Opposite it elaborates on what else it does not…