In 2020, Mother Raw is planning to launch its 20th product, which will take the form of a plant-based dressing with tahini—but the brand wants input from people to determine what the exact flavor will be. The brand is known for its plant-based and organic dressings, dips, condiments and queso, and its campaign invites people to choose whether the product should have a Maple Tahini flavor or if it should be introduced in a Lemon Turmeric Tahini variety.
Voting runs for a limited time during the month of November and participants have the chance to win a private dining experience with a personal chef.
Mother Raw sees that tahini is set to become one of the most sought-after flavors of the year ahead and wonders whether consumers will prefer an option that's sweet and savory or zesty.
What's Driving This Trend
- Crowdsourced Dressing Campaigns
- Mother Raw invites consumers to vote on the flavor of its new plant-based dressing, tapping into crowdsourcing as a trend in product development.
- Plant-based Dressing
- The rise of plant-based diets and consumer demand for healthier options presents an opportunity for innovation in the dressing industry, as seen in Mother Raw's focus on organic, plant-based dressings.
- Tahini Flavors
- The growing popularity of tahini as a flavor in various cuisines opens up opportunities for the development of new tahini-based dressings and condiments, as demonstrated by Mother Raw's exploration of Maple Tahini and Lemon Turmeric Tahini varieties.
Who This Affects Most
- Food and Beverage
- The food and beverage industry has the potential to capitalize on the increasing demand for plant-based, organic products like dressings, dips, and condiments, as exemplified by Mother Raw's offerings.
- Consumer Goods
- Incorporating crowdsourcing and consumer input into product development strategies can be a disruptive innovation opportunity for consumer goods companies, allowing them to engage and involve consumers in the decision-making process.
- Hospitality
- Partnering with food companies like Mother Raw to offer exclusive dining experiences as part of promotional campaigns can be a marketing strategy for attracting consumers to restaurants and other hospitality businesses.
