Plain sophistication

Food and beverage launches with a craft positioning increased by 15% in 2015, seen in such categories as confectionery, bakery and soft drinks. Even big brands are adding artisanal touches to everyday products, Ms. Nielsen noted, citing as an example Hellmann’s Carefully Crafted dressing and sandwich spread.

Manufacturers also are showcasing sophistication with the use of specific flavors, such as Mexican lime, or unique combinations like tomato and basil in a yogurt. From PepsiCo, Pepsi Cola 1893 Ginger Cola highlights the brand’s original recipe formulation.