Culinology - September 2016 - 38

EXPERT voices Brand managers see the clean label trend as a way to better connect with consumers. 38 | Culinology | SEPTEMBER 2016 Tell me about the brand's new marketing strategy. Mr. Stiritz: Marketing for PowerBar has historically been around event activation, such as showing up at marathons, 10Ks, 5Ks, handing out product samples and having a banner there. We will continue to do that for the right events, as an example, the New York City Marathon...but we are shifting our investment strategy to meet our consumers and today's athletes where they are. This year we have completely overhauled our social and digital program. You'll see an all new personality of PowerBar on our social channels, on Facebook and Instagram. We have a dedicated in-house team that manages building and engaging that community. We've completely redone our web site.  It has a much more modern, more approachable look and feel. I think it's a great example of the brand's new personality and persona. Were any of these turnaround efforts in the works before Post acquired the brand? Mr. Stiritz: I can't speak to what the prior owner's strategic vision was for it, but I will say as the brand came into our four walls - obviously there's time as you do the due diligence on the acquisition that you're doing research - there has been and continues to be a lot of excitement for this brand. Everybody has their PowerBar story. Everybody connects with PowerBar in one shape or another. I think as soon as we took control of it, we immediately got to work and were pretty quick to determine a solid strategy forward and began innovating immediately.  * http://www.brisaningredients.com/insights

Table of Contents for the Digital Edition of Culinology - September 2016

Culinology - September 2016
Table of Contents
President's Letter - 400-word limit jam session
Emerging Trends - Flavor innovation going Nuts
IFT16: The complicated reality of simple ingredients
Ingredient Trends - Embracing new proteins
Flavor Trends - Pour on the flavor
Member Profile - Corps Values
Expert Voices - PowerBar
Industry News
Student Profile - Hannah Dressen
Petits Fours
News bites
Ad Index
Culinology - September 2016 - Culinology - September 2016
Culinology - September 2016 - 2
Culinology - September 2016 - Table of Contents
Culinology - September 2016 - President's Letter - 400-word limit jam session
Culinology - September 2016 - 5
Culinology - September 2016 - Emerging Trends - Flavor innovation going Nuts
Culinology - September 2016 - 7
Culinology - September 2016 - IFT16: The complicated reality of simple ingredients
Culinology - September 2016 - 9
Culinology - September 2016 - 10
Culinology - September 2016 - 11
Culinology - September 2016 - Ingredient Trends - Embracing new proteins
Culinology - September 2016 - 13
Culinology - September 2016 - 14
Culinology - September 2016 - 15
Culinology - September 2016 - 16
Culinology - September 2016 - 17
Culinology - September 2016 - 18
Culinology - September 2016 - 19
Culinology - September 2016 - Flavor Trends - Pour on the flavor
Culinology - September 2016 - 21
Culinology - September 2016 - 22
Culinology - September 2016 - 23
Culinology - September 2016 - 24
Culinology - September 2016 - 25
Culinology - September 2016 - 26
Culinology - September 2016 - 27
Culinology - September 2016 - 28
Culinology - September 2016 - 29
Culinology - September 2016 - 30
Culinology - September 2016 - Member Profile - Corps Values
Culinology - September 2016 - 32
Culinology - September 2016 - 33
Culinology - September 2016 - 34
Culinology - September 2016 - 35
Culinology - September 2016 - Expert Voices - PowerBar
Culinology - September 2016 - 37
Culinology - September 2016 - 38
Culinology - September 2016 - 39
Culinology - September 2016 - 40
Culinology - September 2016 - Industry News
Culinology - September 2016 - 42
Culinology - September 2016 - 43
Culinology - September 2016 - Student Profile - Hannah Dressen
Culinology - September 2016 - 45
Culinology - September 2016 - Petits Fours
Culinology - September 2016 - 47
Culinology - September 2016 - 48
Culinology - September 2016 - News bites
Culinology - September 2016 - Ad Index
Culinology - September 2016 - 51
Culinology - September 2016 - 52
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