Tried & True: Minis

Go Small.

Not the car, The Mini—we mean products coming in miniature. If you haven’t picked up on this trend, consider it a quick hit that could deliver solid growth. Mini products in the last several years have been significant innovations. For example, back in 2013, Reese’s Minis was reported to have 2-year revenue of ~$250 million.

Here are some recent examples that have jumped on the trend:

  • Frappucinno in mini from Starbucks.
  • Ghiradelli chocolate squares in Mini.
  • Oreo Thins, just launched in July and positioned as a more sophisticated cookie for adults, a slimmed down version of the traditional favorite.
    • This July OREO is launching OREO Thins, a crisp, delicate take on the cookie you know and love. (PRNewsFoto/Mondelez International)

      This July OREO is launching OREO Thins, a crisp, delicate take on the cookie you know and love. (PRNewsFoto/Mondelez International)

Americans still need help in controlling portion sizes. If in doubt on where to take your innovation pipeline, give people bite-sized portions.


The Marketing Forecast: Help me consume less and enjoy treats in mini.


 

Sources:

“OREO Thins Deliver a Delicious, Crisp and Delicate Take on the Classic OREO Cookie,” Mondelez International, July 6, 2015. http://www.prnewswire.com/news-releases/oreo-thins-deliver-a-delicious-crisp-and-delicate-take-on-the-classic-oreo-cookie-300108656.html

Schultz E.J. “ Secret To Nielsen’s Breakthrough Brands: Identifying ‘Unarticulated Desires’,” Adage, July 25, 2013. http://adage.com/article/news/14-product-launches-rocked/243273/

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