The Trend Toward Artisan

I'm not sure that I get this one:  the trend toward foods that are artisan.  Well let me clarify ... the trend toward everyday staples going artisan.  Like ketchup.

Heinz is introducing a new artisan ketchup with balsamic vinegar in it.  The cool part is that at first it will only be available via Facebook ... I guess that's where all the cool artisan people hang out!  It's like getting a special gourmet sauce from a five star restaurant right in your every day bottle of Heinz.

I understand cheese, in fact one of my favorite restaurants in New York is Artisanal where they focus the menu on gourmet cheese and sell it in their cheese boutique.  I get that -- that is artisan food at its finest.  But that doesn't mean that everything has to be artisan, does it?


Like artisan cupcakes?  Well, actually, they are beautiful!

I guess this is yet another trend in food ... like low fat, low carb, extra cheese, etc ... that brands are jumping on because it's getting consumer attention.  Kind of like red velvet right now too.  Everything is coming up red velvet, even ice cream.  I like it, it's fun, and it is interesting.  I just don't always get it.

Like artisan pizza from Domino's.  Isn't that the stuff you order late at night when you're pulling an all nighter?  With extra cheese and pepperoni?

Actually, the interesting marketing part here is seeing brands and categories evolve.  And that's a good thing.  Seeing ketchup getting even more flavorful or cupcakes more decorative or pizza more creative is a part of the evolution of a brand.  If the consumer wants it, then I really am more for it.  If it enhances the at-home food experience and makes our food at home taste better ... then all the better too.  All a part of good marketing.

What's your experience?  Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect