Mass market products and sustainability

In a previous article we described the notion and importance of innovation (see “Why is it important to innovate for companies to survive: the case of Extrême”)

As a little reminder, innovation is the introduction on the market of a new or significantly improved product or process compared to those previously developed by the legal unit. Within the food industry, there are many levers of innovation. It could be an innovation of recipe, of ingredients, of a range of products, of technology, of usage or of packaging. Indirectly, this is the case because the brand is in line with consumers' expectations and values.

For years, there has been a rise of the environmental consideration during the consumers' buying process. Indeed, people try more and more to get rid of habits that negatively impact the planet. For instance, they consider buying locally, organic and limiting the consumption of plastic. There is an increase of 10,4% of purchases of food products from organic agriculture compared to 2019. Moreover, there is the appearance of fair-trade encouragement, recycling encouragement and more transparent labelling. Also, brands that share their willingness to do better for the environment are seen as more attractive.

In 2020, Extrême aligned itself with its consumers and innovate its packaging. Indeed, the brand got rid of all the plastics lids they were using in order to have plastic free packaging and participate in protecting the environment. As they mentioned on their Instagram account in June 2020 :

“We all have a role to play in protecting the environment 💚

One of the concrete Extreme actions is to remove 100% of our plastic lids on our individual cones sold outside the home as of this year, i.e. 1.4 million fewer lids... and this is just the beginning... 🌎”

Whether it is of its own ambition or to align itself with the will of its consumers, brands choose to become more environmentally friendly. No matter the motivation, it can only be more beneficial for the planet … or at least less harmful.

Words : 343

SOURCES

https://icecreamsblog.wixsite.com/icecreams/post/why-is-it-important-to-innovate-for-companies-to-survive-the-case-of-extrême

https://www.agencebio.org/vos-outils/les-chiffres-cles/

https://www.instagram.com/extremeglace_fr/