Consumers have been enjoying Moonlight cookies for decades and soon, food manufacturer Morinaga will be introducing Imperfect Moonlight cookies that are as flavorful as ever yet not as perfect as the versions that have been on store shelves. These cookies are sold cracked, chipped, broken or with flour on them from the manufacturing process. These imperfect cookies are proudly branded as such, with pouch packaging that depicts biscuits in pieces.
Food and beverage brands are embracing the concept of selling less-than-perfect products as a means of fighting food waste. Whether they are selling misshapen produce or repurposing broken cookies, brands not only reduce waste but also promote sustainability, encouraging consumers to appreciate the taste and value of imperfect yet delicious offerings.
Broken Biscuit Snacks
Morinaga's Imperfect Moonlight Cookies are Cracked and Crescent-Shaped
Trend Themes
1. Imperfect Food Products - Disruptive innovation opportunities lie in creating and marketing food products that embrace imperfections, reducing food waste and promoting sustainability.
2. Repurposing Broken Items - Finding innovative ways to repurpose and sell broken or damaged items can create new market opportunities and reduce waste.
3. Promoting Imperfect Beauty - Beauty brands can capitalize on the trend of embracing imperfections, promoting self-acceptance and challenging traditional beauty standards.
Industry Implications
1. Food and Beverage Manufacturing - Food manufacturers can explore the potential of creating and marketing imperfect products to reduce waste and appeal to eco-conscious consumers.
2. Upcycling and Repurposing - The upcycling industry can tap into the market of repurposing broken or damaged items, offering innovative solutions and reducing environmental impact.
3. Beauty and Cosmetics - Beauty brands have the opportunity to disrupt the industry by promoting imperfections and celebrating diversity, appealing to consumers seeking authentic and inclusive representations of beauty.