Sir; This summer, Coca-Cola is hoping consumers will turn Orange. As part of its 'Coke Side of Summer' campaign, Coca-Cola Orange will be hitting the shelves from July 2007. Coca-Cola's own research suggests 70% of consumers would definitely or probably buy the product.
But I believe many UK retailers have written this off as 'a waste of time'. Special edition campaigns are great for injecting novelty into an established brand.
However, to maintain the novelty value, a brand must ensure the amount of time and stock of any special edition item is limited.
If they don't, consumers won't be motivated enough to buy a novelty product on impulse. The exercise could backfire if shoppers notice pile of stock left on-shelf because of a lack of interest. If the product is a success, the brand can always bring it back 'by popular demand'.
Another concern is consumers being confused between Coca-Cola Orange and its existing orange carbonate brand Fanta, which too has tried several special edition flavours.
School food ban is ridiculously severe John T Holroyd Sales & marketing director, Nairn's Oatcakes
Sir; We are baffled and frustrated with the government's standards for school lunches, which ban any snack containing added sugar or salt.
The only lunchtime snacks allowed in schools are nuts, seeds, fruit and veg. Our Nairn's Oat Bakes - a crisp made from oats, baked not fried, with no added sugar or artificials, is banned for having 0.3g of salt per 30g bag. Doesn't the 17g of oats count for anything? And, isn't eating low-G.I. snacks what nutritionists advocate?
Our oat biscuits - baked with 100% wholegrain oats and with low or medium glycaemic ratings - are also considered unfit for schools.
The standards are ridiculously severe and unnecessarily exclude products, which are endorsed by most dieticians and nutritionists. It's a big challenge to get school caterers and children to change their habits and tastes. Why make it harder?
Premiumisation is pricing people out Rick Bendel Marketing director, Asda
Sir; The media has been awash with reports that leave people thinking if you want to shop with a clear conscience you must have a fat wallet.
But local food doesn't have to have an unaffordable premium. Sourcing local produce gives you the best quality, but also the best cost price. Junk-free food shouldn't come at artificial premiums.
For example , organics can be made more affordable without compromising sourcing standards by stripping out waste and the middle-man.
Asda research shows an average British family has only £146 disposable income a month. Our industry has a history of making the inaccessible accessible, but premiumisation is creating an underclass of shoppers that feel priced out of these markets.
Asda's announcement of £250m price cuts shows we are committed to bringing these products within reach of ordinary working families on a budget, while some sections of the industry are happy to profiteer.