Richard Lomax, senior research manager, shares what ketchup taught him about brand clarity – and how Mustard can help. Pun definitely intended.
We’ve all been there: a bleary-eyed, quick Monday trip to Aldi after work to pick up some essentials for the week. Bananas, ticked off the list. Sausages, ticked off the list. Tomato ketchup, ticked off the list. I didn’t think twice, but when I got home, shock, horror! I’d accidentally picked up the low sugar and low salt version of Heinz tomato ketchup, not the original!
Personally, a disaster. Professionally, a perfect example of why communicating product variants at the shelf is so important to avoid confusion and frustration for consumers.
We know we have just seconds to communicate key messages to consumers at the shelf, including the different variants in a range. To make sure product variants are crystal clear on pack, brands need to make differentiation obvious. It’s not enough to slightly change the colour (looking at you, Heinz) or add a tiny label.
Top brands get product differentiation right by keeping things simple, bold, and clear. They don’t mess about with subtle colour changes or tiny labels; they make the variant’s key feature stand out. Think about Coca-Cola: the classic red can for Coke, silver for Diet, and black for Zero, making it obvious which one you’re grabbing. Cadbury does it too, with clear labels like “Dairy Milk” and “Dark Milk” paired with distinct colours and designs. The trick is keeping the overall brand feel consistent while making each variant easy to spot.
How do you know if your customers can easily identify different variants in your range? Well, Mustard can help. Using quantitative tools like shelf testing or qualitative methods such as accompanied shops, we can help you understand if your variants are communicated sufficiently clearly.
If your brand is launching new variants or struggling with clarity, Mustard can help.
We collaborate with clients in grocery and FMCG to ensure customers know EXACTLY what they’re buying. The risk is having customers left like I was – frustrated, full of buyer’s regret, stuck with chips and bland ketchup for the next few weeks.