Only 8% of Legacy Brands Show Sales Power
The list of such brands, defined as ones existing since at least 1980 with sales growth for the last 10 years above 21 percent (the level of inflation), was headed by Kraft’s Velveeta processed cheese. Snacks were heavily represented on the list, including Jack Link’s jerky products and Kraft’s Oreo cookies. Hartman suggests that such brands focus on one product form sufficiently to achieve iconic status and buck the trend away from center-store products.
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