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6min chapter
The $1 billion tomato: how 150 years of history drives new innovation at Heinz
On Brand with ALF & Rory Sutherland
Is There a Gap?
Hines has a few teams dedicated to specific consumer errors that we want to tap into. In that error, there's no distinction between what the consumer needs and how ipos the product benefit. We have a natural inclination towards habit or familiarity. That doesn't mean we always buy the same product, but we buy within a repertoire. I think this is why you see that derichle distribution where brand leader in any category tends to enjoy a disproportionate level of purchase. And so breaking into established habits and established norms is difficult even when you have product superiority.
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