Good buyers decide with their team and with the product in their hands. Your job in the first meeting is to leave them with everything they need to say yes without calling you back.
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IN PRACTICE
Applied to this season's trends
Fiber frenzy and protein + fiberRealThe brand takePosition against a familiar staple, with taste and convenience leading and fiber supporting the proposition.
Clean proteinRealThe brand takePosition your product against the snack it would replace, such as a meat stick or protein bar.
Terroir's new territoryRealThe brand takeLead with products where origin creates a difference shoppers can taste, such as region-specific olive oil, honey, chocolate or coffee.
Functional beveragesRealThe brand takeThe functional claim alone is no longer enough.Adapted from The Truth Behind Premium Grocery by Michael Penner (2027). Figures are modeled. ← What a premium buyer asks