Authenticity shines in successful product storytelling
24 Sep 2020 | Innova Market Insights
Authenticity is a key part of the storytelling process in food and beverage development. Akhil Aiyar, market analyst at Innova Market Insights, presents the market researcher's latest report highlighting the different ways in which these authentic stories are being told. Direct claims using generic on-pack language such as "authentic" or "traditional" have been a popular approach for some time. However, strategies appear to be moving on, with a growing focus on recipe choices and traceability to help build a truly authentic image.
