Why is it important to innovate for companies to survive: the case of Extrême
- Margaux Millet
- Nov 30, 2021
- 2 min read
We will introduce the notion of innovation and then illustrate it with the example of the brand Extrême.
What does “innovation” mean?
Innovation means the introduction on the market of a new or significantly improved product or process compared to those previously developed by the legal unit.
How to innovate?
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.
Why to innovate?
It is important to innovate in order to increase productivity, find new markets, outpace the competition, or enhance the brand image. Indirectly, this is the case because the brand is in line with consumers' expectations and values.
The case of Extrême
The ice-cream brands have accustomed us to many fantasies and innovations, necessary to provoke the desire of consumers. Usually, it is the flavor of the ice-cream that is original, sometimes the topping or the packaging. This time, the Extreme brand has decided to revolutionize the cone and introduce a brand-new technology. After almost a decade of research and development, Extrême launched in March 2021 the first ever cookie cone.
"THE ALLIANCE OF THE ICE CREAM MAKER AND THE COOKIE MAKER"
Cookies are one of the favorite French snacks. It is already present in the shelves of the frozen food section of your supermarket. For instance, the "cookie dough" ice-creams of Ben&Jerry’s. However, Extrême is the pioneer to offer it as a cone.
This new range, called Cookie Cone, is made of real cookie dough baked in the oven. The Froneri Group, owner of the brand, proudly states that "a cookie cone is the dream of every company in the Ice-cream industry...and it is Froneri that has achieved this technological feat, thanks to that entrepreneurial spirit and responsiveness that characterizes us."
Laura Fantoni, Froneri's Extreme brand manager, says this new product is "THE revolution: a premium innovation to take consumer satisfaction with ice-cream cones up a notch and recruit to a major segment of the ice-cream market, cones."
The Cookies Cones happened to be the 5th best launch of 2021 with 1,55M€ after three periods.
To conclude, it is important for brands to innovate and their possibilities to do so are infinite.
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