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    The Nothing Else brand: a case study

    Brown, D.; Donaldson, B.; Parsons, A.; Macrae, D.; Kelleher, J.; Yan, Mary; Rush, E.

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    FNS_2015031115174023.pdf (974.1Kb)
    Date
    2015-03-11
    Citation:
    Brown, D., Donaldson, B., Parsons, A., Macrae, D., Kelleher, J., Yan, M., & Rush, E. (2015). The Nothing Else brand: a case study. Food an dNutrition Sciences, 6(3), pp.332-338. doi:10.4236/fns.2015.63033
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/4078
    Abstract
    The NOTHING ELSE food label, created at the Auckland University of Technology, lists the eight or less easily recognized ingredients on the front -of -pack within a circular band. This report describes the evolution of the label into a stand-alone brand for products including nuts, dried fruit, biscuits and water sold in four cafes at the university. In partnership with an established food manufacturer a NOTHING ELSE healthier snack bar was developed and sold through the university fitness centres with sales being tracked electronically by time, day and quantity. Consumers/purchasers of this NOTHING ELSE bar were asked why they bought the bar and when they would eat it as well as if they would buy the bar again and why/why not. Two thirds of the 43 respondents said that they would buy the bar again. Three key reasons for repurchase were identified: taste (n = 12), “healthy” (n = 11) and “natural ingredients” (n = 10). Positive comments about the ingredients included: no additives or preservative, the low/no added sugar, and the presence of fibre demonstrating that this unique brand concept was meeting a consumer need for transparent product information. The next steps are commercial production of the snack bar and market expansion within the university.
    Keywords:
    New Zealand snack bars, consumer-driven product development, food labelling, nutrition, ingredients, brand transparency, brand perception, healthier snacking, Nothing Else (prototype healthy snack bar), sensory properties
    ANZSRC Field of Research:
    150501 Consumer-Oriented Product or Service Development
    Copyright Holder:
    Authors
    Copyright Notice:
    Copyright © 2015 by authors and Scientific Research Publishing Inc. This work is licensed under the Creative Commons Attribution International License (CC BY). http://creativecommons.org/licenses/by/4.0/
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: Any use you make of these documents or images must be for research or private study purposes only, and you may not make them available to any other person. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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