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.
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.
“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/
Categories: Innovation, Marketing
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