Immunity: The new brand USP
In the recent years, the consumption of organic foods has grown considerably as people have gained more awareness about the healthy way of living. The adoption rate of organic foods was low initially as its price is higher than the conventional food products. Lack of brand value was also a major reason as many of these were produced by startups.
Covid-19 has led to an increase in the demand of immunity-boosting and nutritional products. Realising this demand, the big bulls in the industry have launched a range of new products and rebranded their existing offerings focusing on making Immunity, their new USP. This has also resulted in competitive prices on healthy products.
Here are a few great examples: -
Amul’s new range of immunity products like Haldi or Turmeric Ice Cream. They are also planning to launch Immuno Chakra Ice Cream — the Health trinity of Haldi-Ginger-Tulsi and Star Anise Doodh apart from the newly launched Haldi Doodh, Ginger Doodh and Tulsi Doodh.
Bisleri focused on the importance of drinking adequate water and boosting immunity with its ‘added minerals’.
ITC launched ‘The Immunity Song’ for its dairy brand Aashirvaad Svasti.
Hindustan Unilever (HUL) highlighted the immunity boosting benefits of vitamins C and D, and Zinc in an ad for Horlicks.
Immunity boosting products are surely a vital part of the new normal and consumer behaviour. However, we also have to keep in mind that these added commodities will only act as a supplement to our system. The real immunity against covid and other diseases are also dependent upon our daily lifestyle.
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