Aspire Food Group: Marketing a Cricket Protein Brand
(8 pages of text)
While the practice of eating insects was still in its infancy in North America, Aspire Food Group (Aspire), with its Aketta cricket-protein products, was positioned for success in this emerging market. In 2018, having recently acquired Exo, a maker of cricket-based protein bars, Aspire's co-founders faced an important decision regarding the Aketta brand. While Aspire had experienced some success in marketing cricket powder, whole roasted crickets in popular chip flavours, and granola bites under the Aketta brand, the acquisition of Exo would enable the company to enter the protein bar category and possibly launch other product and brand extensions. As the founders devised a comprehensive marketing plan for the newly acquired brand, they needed to identify which consumer segments would be most receptive to Exo protein bars and most profitable.
This case can be used in undergraduate- and graduate-level courses in marketing strategy, branding, and consumer insights or consumer behaviour. After working through the case and assignment questions, students will be able to do the following:
- Identify methods to overcome challenging consumer behaviour in an emerging product category.
- Conduct a thorough analysis of consumer behaviour and consumption habits in order to estimate segment attractiveness and profitability.
- Assess brand equity in a situation that involves charting a future strategy for both a new brand and an existing brand.
United States, Small, 2019
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