As always, brands need to be creative in achieving shelf stand-out that allows them to regain a compelling point of difference against private label – one that is not based on product quality, provenance or authenticity. Packaging innovation is the best bet for brands to create a point of difference, with seasonal and reusable packaging presenting an efficient and easy way to keep consumers interested. Ferrari Lazzaris Percorso di Degustazione Parmigiano Reggiano e Salse di Frutta (Parmiggiano Reggiano Cheese and Sweet & Hot Sauce Selection) is a seasonal gift-set comprising a 600g block of 24 months matured Parmigiano Reggiano and three jars of 50g each of sauces in the following flavours: Chestnut Sauce; Forest Fruit Sauce; and Quince Sauce. The cobranded product is said to be “a tasting tour” and retails in a pack bearing the Protected Designation of Origin logo. (source: Mintel Global Market Research)
