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By: Tara Jewell, Marketing Insights Associate
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In this article, you will find:
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Why your beverage needs to look as good (or better) than it tastes
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How LTOs can bring variety, flexibility and profitability to your offering
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The latest trends driving many of today’s new LTO formulations
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What sets Leahy-IFP apart from other beverage co-packers is our team of expert innovators.
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The expertise of the beverage innovators at Leahy-IFP truly shines when it comes to LTOs. We spoke with our team to create this comprehensive list on what makes an LTO successful.
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To someone outside the food/beverage industry, it might seem ridiculous that we are starting our list with “social media” food as being a feature of a successful LTO. And while this list appears in no particular order, we’ve made enough beverages for some of the largest brands in the world to feel confident in telling you that, yes, what a beverage looks like should be a part of your calculus when creating an LTO.
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If you’ve spent any amount of time with a person with a 1 or a 2 in the tens place of their age, you’ve likely noticed that many of them are extremely online. Aside from that segment of Gen Z that is reportedly opting for flip phones, nothing is off limits in terms of what they will share with their audience. It’s this inclination toward sharing that puts “social media food” in the “ubiquity” phase of Datassential’s “Macrotrend” menu adoption cycle.
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And it’s why, when creating LTOs, it is so supremely important that your offering looks as good as it tastes:
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With such a short window for an LTO to gain traction, you’ll need to inspire the everyday follower to post your LTO when they try it for the first time. If you’ve established the use of a particular brand-specific hashtag, even better. And if they @ you? That’s the social media food trifecta.
When an ‘influencer’ was a rare breed, those holding that anomalous job title would post anything you’d pay them to; now that brands recognize the power of these content creators (as they now prefer to be called), the savviest and most influential ones only promote products that match their aesthetic and align with their personal brand. If they’re not ‘vibing’ with your vibes, chances are their influence can’t be bought. So, to attract influencers with the largest audiences, you better give them something worth posting about.
If you’ve chosen the right content creators to promote your brand, it can give the appearance of ubiquity, even if only a small segment of your audience is early to adopt. So, when your Gen Z customers open their feed, it will be flooded with your LTO because people follow the influencers their friends follow. Think of it as a digital ‘birds of a feather’ effect. When they see that “everyone is trying it” they’ll have no choice but to try it themselves.
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Tied to season/holiday: Because pumpkin spice
The most obvious feature of an LTO is that it is usually (but not always) connected to the calendar in some way. A summer LTO featuring berries; a spring LTO featuring florals; a winter LTO featuring mint; and of course, a fall LTO featuring pumpkin. For most of us, flavors that are linked to seasons immediately invoke nostalgia because seasonal celebrations were the most fun during childhood. If you can transport consumers to a cozy winter morning or the carefree joy of Halloween, you can bet they’ll come back from more. And if you can also put a new twist on it, it’s an even more enticing proposition.
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The other benefit to linking an LTO to the calendar is that making it timebound creates a sense of urgency among your audience. Even if they can’t remember the exact end date, they know it won’t last long, so they’ll be in a hurry to give it a try. Bonus: Marketing will appreciate it too because holiday/seasonal campaigns basically write themselves.
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While a product looking good is important to get people in the door, it tasting good gets them to keep coming back over the life of the offering. A sure way to create a craveworthy flavor is to keep your eye on trends. Swicy, bold, nostalgic, floral, Asian flavors, dessert-centric flavors… these are the ones that are trending now, but you can bet it will change within the next year.
Leahy is uniquely positioned to keep an eye on trends with our marketing team, to develop craveworthy on-trend beverages in our R&D lab, and then commercialize them through our new product process. We’re soon to be the largest high acid aseptic beverage manufacturer in North America; consider the Leahy team to be your partner every step of the way.
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Pairable & Flexible: Operational and Marketing Consideration
If you’re hitting all these features in your LTO, you’ll have customers lining up for your new treat. Some of them may be totally new to your brand, in which case, you have an opportunity to create brand loyalty among a new audience. Those new customers are in the mood to try something new, so you want to give them options to deepen their experience with your brand. When you are marketing your LTO, show it paired with a food item on your menu. That increases your items per order, a metric that most operators like to see greater than one. Offer it in a variety of formats (frozen, sparkling, smoothie’d, slushied…) to give them a reason to return, and for you to get the most out of your investment. If you can create add-ins (a shot of energy or a spirit), the price tag goes up as well.[/fusion_text][/fusion_builder_column][fusion_builder_column type=”1_1″ layout=”1_1″ align_self=”auto” content_layout=”column” align_content=”flex-start” valign_content=”flex-start” content_wrap=”wrap” spacing=”” center_content=”no” link=”” target=”_self” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”” id=”” background_image_id=”” type_medium=”” type_small=”” order_medium=”0″ order_small=”0″ spacing_left_medium=”” spacing_right_medium=”” spacing_left_small=”” spacing_right_small=”” spacing_left=”” spacing_right=”” margin_top_medium=”” margin_bottom_medium=”” margin_top_small=”” margin_bottom_small=”” margin_top=”” margin_bottom=”” padding_top_medium=”” padding_right_medium=”” padding_bottom_medium=”” padding_left_medium=”” padding_top_small=”” padding_right_small=”” padding_bottom_small=”” padding_left_small=”” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” hover_type=”none” border_sizes_top=”” border_sizes_right=”” border_sizes_bottom=”” border_sizes_left=”” border_color=”” border_style=”solid” border_radius_top_left=”” border_radius_top_right=”” border_radius_bottom_right=”” border_radius_bottom_left=”” box_shadow=”no” box_shadow_vertical=”” box_shadow_horizontal=”” box_shadow_blur=”0″ box_shadow_spread=”0″ box_shadow_color=”” box_shadow_style=”” background_type=”image” gradient_start_color=”” gradient_end_color=”” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ background_color=”” background_image=”” background_position=”center center” background_repeat=”no-repeat” background_blend_mode=”none” render_logics=”” filter_type=”regular” filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”true” border_position=”all” first=”true”][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” content_alignment_medium=”” content_alignment_small=”” content_alignment=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”” id=”” margin_top=”” margin_right=”” margin_bottom=”” margin_left=”” font_size=”” fusion_font_family_text_font=”” fusion_font_variant_text_font=”” line_height=”” letter_spacing=”” text_color=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]
Niche….but not too niche:
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It’s what Datassential calls “newstalgia.” Newstalgia is a ‘thing’ because engaging with products that remind us of our childhood is a balm when living in tumultuous times. When you add the newness to the LTO, it also scratches the itch that most consumers have to try something new.
The “new” of newstalgia can be a trending flavor that will pique your customer’s interest; the “stalgia” part is the familiar flavor that reminds them of a simpler time. Tapping into newstalgia also helps to shield your LTO from being too niche. Even the most reluctant consumer can get behind a dragonfruit (fun, new, boundary pusher) beverage is if it’s also watermelon (childhood summer BBQ familiarity).
We hope you check out Part Two of our Blog on the rising popularity of LTOs… ”The LTO Pre-Launch Countdown & Checklist” coming next!
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At Leahy-IFP, we are committed to making a more fruitful life for everyone. This is far more than a slogan or catch-phrase, it’s a serious pledge to take the steps that are necessary to ensure our products are the best they can be and live up to the high standards we set, and our customers expect.
If you’re interested in learning more about LTOs, just let us know, we’d be happy to discuss your beverage needs. We hope to hear from you soon.
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