Finding your North Star: How Brand Integrity and Values Influence Innovation and Ensure Consumer Relevancy

Monday, February 4, 2019 09:30 - 10:05

As both food industry and consumer behaviors evolve, brands must follow along with the evolution. Brands that have rested on their laurels with outdated True North Stars, are now finding themselves irrelevant to their once loyal consumer base, while new category entrants with applicable offerings, chip away at market share. Here, we will share a Case Study of finding our North Star: Udi’s bread reformulation that we undertook - the challenges we overcame, the lessons we learned and our success in the marketplace.

Dr. Behroze S. Mistry, VP Innovation and R&D, Boulder Brands/Conagra