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Article: Leading innovation.(Jacob's products)(Brief Article)
- Article from:
- Grocer
- Article date:
- September 22, 2001
CopyrightCOPYRIGHT 2001 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Jacob's is clear in its opinion that the repeated launch of me-too products have driven unit prices down.
Marketing director Graham Hunter says: "When truly innovative products are launched, other manufacturers quickly copy the concept creating a price war. These duplicated products are competing for the same eating occasion and therefore not increasing the total market but driving down the unit price.
"Jacob's leading snack product, Twiglets, is positioned as a premium adult snack and can command a higher price per bag when compared with crisps thus increasing the overall value of the category."
Hunter believes that innovations that provide a ...