Growing Brand Loyalty through Consumer-Driven Innovation

Mott’s is using consumer insights to create new, targeted products for the entire family. With the recent launch of Mott’s Snack & Go applesauce pouches and a licensing agreement for Mott’s co-branded baby food, new moms can build relationships with the Mott’s trademark when their children are infants and continue their loyalty to the brand as their kids grow.

The Mott’s brand’s recent partnership with Beech-Nut, the No. 2 baby food manufacturer, pairs nutritious Beech-Nut purees with Mott’s applesauce, providing moms with another convenient, nutritious and great-tasting option for their families.

“We know that new moms want to provide the best products for their infants like Beech-Nut all-natural baby food,” said Megan May, marketing licensing manager. “This licensing relationship builds trust and awareness for the Mott’s brand at an earlier stage in her child’s development.”

The new Mott’s Snack & Go applesauce pouches deliver on the top three shopper insights for moms – convenience, kid appeal and health. The 3.2-oz. pouches deliver a big punch of natural or strawberry flavor with only 40 calories per pouch, and are are easy to take on the go – no spoon required.

Mott’s Snack & Go is also on the go at retailers, stepping outside the usual grocery channels to be available in Old Navy stores nationwide.

“We knew that Old Navy wanted to feature healthy, grab-and-go options for mom to give to her kids while out shopping,” said Gareth Stevens, director – national specialty retail. “The new Mott’s pouches will be a perfect addition to the checkout aisles of Old Navy’s more than 1,000 redesigned stores.” The pouches will be available in national outlets throughout the U.S. and in Canada as Mott’s Fruitsations Fruit Rockets in 2012.

Our insight also found that moms were concerned with their children getting the nutrition they need. DPS took this research and added nutrients to the already popular Mott’s for Tots juice line with the release of two new flavors – Fruit Punch with vitamins A, C and E to help support a healthy immune system and Grape with calcium and vitamin D to help support healthy bones.

Mott’s also strengthened the consumer insight behind its Medleys line by expanding into the snack category. Mott’s Medleys Snack also hit stores this year, delivering one total fruit and veggie serving per container and allowing mom to give her kids a tasty, lunchbox-appropriate snack.