Wednesday, November 25, 2009

Poptarts v. Toaster Strudel

I think Pillsbury's Toaster Strudel should give up trying to directly compete with Kellogg's Pop-tarts. Don't get me wrong, I think Toaster Strudel is delicious, but the strudel lacks many of the main features that make Pop-tarts so great.
Toaster Strudel must be stored in the freezer and then heated and frosted before it can be eaten. Pop-tarts, on the other hand offer much more convenience. They can sit on the shelf right next to the dry cereal and oatmeal, and can be easily taken with you to be eaten at a later time. In fact, when I was in high school, i used to bring the brown sugar ones with me to school and eat them mid-morning as a snack.

The TV advertisements for Toaster Strudel are aimed at kids, the same main target that Pop-tarts are marketed too. Toaster Strudel is never going to be a Pop-tart. They should quit trying to beat Kellogg's and go for a different demographic such as young professionals with "more sophisticated" taste. In fact, they could be marketed as the perfect breakfast food for pairing with a hot cup of joe. We all know that coffee has become a social craze through Starbucks and other coffee competitors.

I think Toaster Strudel is a great product and a delicious breakfast food, but Pillsbury should go for a different market segment rather than trying to take on Pop-tarts head-on.

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