Substance behind the logo
Framed as one of our 2025 brands, consumers are increasingly expecting brands to demonstrate that they have substance behind their logo when it comes to clean label, sustainability and transparency.
It doesn’t mean products have to be all natural, or sustainable – it’s about brands being transparent as to how they make and create products, and what they’re doing to provide the best products possible.
But transparency can be relevant to all attributes of a product, including cost.
That’s what's so interesting about Upfront, which has built its brand platform on being ‘upfront’, including transparency about what it costs them to make a product.
To be clear, this is not normal practice. In fact, this is the first time we've ever seen it. But on the assumption that Upfront - at least subjectively - is successful, this approach to transparency may be well received.
Of course, we don't know whether it is accurate, or how often it is updated etc. But that isn't the point. The point is about the principle and approach. And to us, it is refreshing and it is bold.
You've reached the end of the community edition of this article
Every week, our team publishes 5 new articles for our ANIE Insights subscribers, covering ingredients, flavours, and categories that are trending in the market.
We provide a cut-down version of one of these articles as a "community edition” each week, which we make available via this website and email to our subscribers. You can browse all our community edition articles right now, and don’t forget to subscribe to get the latest delivered directly to your inbox.
