Aldi Kernel News

Kernel to develop Passions brand for Aldi


By The Drum Team | Editorial

July 15, 2010 | 2 min read

A new brand strategy is to be developed for pretzel brand Passions by Kernel, which has been commissioned by budget supermarket chain Aldi.

The agency has been tasked with creating a strategy which will achieve brand recognition and credibility in the minds of the target consumer.

Kernel has been developing the positioning the range to appeal to both sexes, with a female bias while also forming part of an everyday snacking routine.

Paul Iddon, director of creative strategy for Kernel, commented; "With over 2 billion occassions for snacking per annum in the UK, this category has huge importance as does the prominence of low fat and baked snacks as healthier choices from Aldi. Recent baked product launches have revealed the consumer appetite for a more health conscious products and trends toward a more balanced lifestyle."

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