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Brands will be ‘eaten alive’ by private label if they don’t invest, warns Suntory marketing chief
François Bazini says brands “get lost” when they look for growth in the wrong places and explains why it was so important for Ribena to bring back its ‘Berries’ characters.
Suntory Beverage and Food Europe’s top marketer believes that FMCG brands can’t afford to underestimate the risk posed by private label products or they will be “eaten alive” in the current economic climate.
Its chief marketing and innovation officer in Europe, François Bazini, who leads the strategic planning and positioning for Suntory’s house of brands, which includes UK favourites Ribena and Lucozade, speaks of the “real danger” that private label can pose to brands who aren’t prepared for the dangers they bring to the business.
