Food & Beverages

Failure: Stark Naked Pesto

  • CAN376280
  • 10 Pages
  • June 2013
  • Food & Beverages
Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Stark Naked Pesto was withdrawn from the market following prosecution for making false claims as to the origin of ingredients used and freshness of the brand.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Stark Naked Pesto considered an interesting case of failure?

- What consumer insight underpins this failure?

- What can I learn from the failure of Stark Naked Pesto?

Key Highlights
Stark Naked Pesto launched in 2005, positioning itself as a fresh UK pesto made premium quality ingredients, including locally grown herbs.

In 2012, the brand was fined for misleading consumers with false labeling on pack, for example using sunflower oil where it claimed to only use extra virgin oil, and sourcing "local" herbs from Israel.
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