aisle insights
MENU OF OPTIONS P R OT E I N C H O I C E S A R E A W H O P P E R O F A G O O D I D E A F O R C O N S U M E R C R E AT I V I T Y By Aaron Putze, APR
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Photos by Joseph L. Murphy
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mericans love options. A la carte vs. all-inclusive. Pay up front or as you go. Basic or expanded. Rare or well done. Diet or regular. Pickup or delivery. The choices are endless, and that benefits consumers and businesses.
Aaron Putze, APR, serves as Sr. Dir., Information and Education for the Iowa Soybean Association. He was raised on a farm near West Bend and lives in Waukee with his wife Crystal and children Garrett, Grant and Jaelyn.
Over the years, providers of everything from entertainment, appliances and toothpaste to vacation destinations, flavored water and yes, even toilet paper, have gotten creative. The meteoric rise in choices (have you taken inventory lately of the number of breakfast cereal options at your local Fareway and Hy-Vee stores?) is the result of greater purchasing power, improved logistics and relentless ingenuity. It’s also proof of the resiliency of U.S. farmers to meet any demand. Marketers have embraced the continuous rollout of new product attributes. But for a different reason. They are keenly aware that product changes have publicity value. In a crowded field in the competitive world of retail, differentiating your hot dog or mayonnaise from the
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competition can boost sales. Few industries have been impacted more by fierce market competition and changing consumer preferences than fast food. To stay hip and appeal to the latest trends and preferences, Kentucky Fried Chicken, McDonald’s, Sonic, Subway and countless others have updated their menus to reinvent their image and boost bottom lines. One of the most notable product launches of the past year was Burger King’s Impossible Whopper. The plant-based patty was billed as a complement to the original Whopper made from beef. The introduction of the Impossible Whopper on April 1, 2019, generated a great deal of buzz. Some in the agricultural and food health communities voiced concerns (and rightly so) about claims the Impossible Whopper was a healthier alternative to its older cousin (it isn’t). Others were intrigued by claims the plant-based offering could taste and appear like beef. Nearly everyone was skeptical.
