Food and Nutrition Innovation for Engaging Products

May 24, 2023

Crafting Your Brand's Unique Story: Food and Nutrition Innovation for Engaging Products

Article provided by Azelis 

Food and Nutrition, build a product story to engage with your audience.

The food and beverage industry is evolving, driven by changing consumer behaviors, unpredictable environmental factors, and socio-economical changes. As globalization softly blurs inter-country borders, we see merging trends and standardization of consumers’ expectations. Manufacturers are facing new macro standards to adapt to. Despite globalization, a country’s heritage remains integral to its identity and sets it apart from others. With the current economic situation, opportunities abound for food manufacturers to expand their reach, whether exploring untapped domestic markets or venturing out for export. The key is establishing a unique identity that separates you from the competition. 

How do you establish your brand and product identity? 

Let’s define brand identity. It comprises various elements that make your name recognizable in the market: brand name, logo, color palette, typography, values, and purpose. Combined, they create a visual, conceptual, and emotional representation of your brand. Determining your goals and target audience to develop your brand’s story is crucial. For example, how will you present your brand’s positioning if you aim to provide healthy, instant food for consumers seeking convenience or if you want to cater to a specific audience with your snacks? Answering these questions will enable you to formulate a product that meets consumers’ needs. Azelis‘ Marketing team has conceptualized three brand story illustrations to showcase the significance of a structured brand identity. 

Take the first example: D’C Vegan Dream Cream, an ice cream concept that caters to retail and food service customers seeking vegan yet indulgent alternatives. Choose flavors inspired by popular desserts, such as chocolate chip cookies, red velvet cake, or even Christmas gingerbread, but with a frozen twist. To make the brand inclusive, non-allergenic, plant-based ingredients are selected. To create a fun and playful aesthetic, pick bright colors like hot pink and blue with a retro vibe to make the products pop and a minimalist unicolor style for the imagery. As we strive for authenticity and transparency, skip green in the color palette to prevent any association with greenwashing. 

How can you transform your brand identity into a product formulation?

Look no further than the “Build Your Product Identity” graph.

In three simple steps, you can translate your positioning into a successful product: 

  1. Consider your application and nutritional goals. Do you want to meet industry standards, focus on improved nutrition, indulge your customers, or offer a combination?  
  2. Dress up your concepts with ingredients or sensory elements that align with your brand story. Also, will you source ingredients from a specific farm or opt for a minimalist ingredient list? 
  3. Think about the impact your product will have on people and the planet. 

From ingredient sourcing to production and usage, strive to achieve a positive impact – consistent with your brand echo. With these steps, you’ll be on your way to building a successful product formulation. To craft a compelling narrative, developing a deep understanding of your target audience is crucial. Will you focus on local consumers or expand overseas? Australia has garnered a strong reputation for producing high-quality, ethical, and sustainable food and beverage products, particularly with vegan and vegetarian-friendly options. A recent study published by PETA in 2022 found that Australia is the third-largest growing vegan nation globally. Below is a high-level overview of the current trends shaping the Australian food and beverage market. 

In Australia, consumers are urging manufacturers to create responsible and efficient products. They want to reflect their values through their purchases. Clean labeling is becoming more popular with minimalist packaging. Consumers are also increasingly choosing plant-based options aligned with their desire for vegan, vegetarian, or flexitarian diets. Consumers’ desire for holistic well-being emphasizes the nutritional value and food functionality at affordable prices. Connect with your consumers on their values while considering their habits and preferences. 

Leveraging Australia’s reputation can be a smart strategy for brands seeking to attract export markets. Australia is well-recognized as a prominent producer of dairy products and an innovative leader in health and nutrition. While remaining true to its identity, Australia can explore new ways to meet the unique needs of different countries. In the East Asian markets, dairy derivatives like drinking yogurt and spoonable yogurts are gaining popularity, but hot weather and supply chain difficulties make the ambient version of drinking yogurt increasingly preferred in China and SEA. Production of such products requires specific high-shear and heat treatment techniques, making selection of the right ingredients highly critical. 

Thanks to its extensive global network of laboratories, Azelis can assist with selecting ingredients that reflect your brand story for both the Australian market and new, unexplored ones. Whether you are a product developer, brand owner, contract manufacturer, or principal, they can help. Share your ideas and needs; we will help transform your concepts into successful and marketable products. 

Azelis will be exhibiting at foodpro in Melbourne from 23-26 July. Register now to visit them at Stand B12 for the best recommendations and advice for your specific operation.


  • Stay up to date with the latest news, industry insights and foodpro updates.
  • Subscribe
Your browser is out-of-date!

Update your browser to view this website correctly. Update my browser now