Consumer Perception of Fast-Moving Consumer Goods About the Continente Food Lab Brand

The food retail market is very competitive. All players race against time to gain a competitive advantage over others. It is in this competitive environment that Continente launches a brand of innovative food products, Continente Food Lab. This new brand enters the market as a wager of Continente and SONAE MC in food innovation, however, it encountered some challenges in that same market, the main one of these challenges being its identity and the way in which it is perceived by consumers. If Continente Food Lab sees itself as a brand of innovative food retail products, consumers tend to perceive Continente Food Lab as a brand of healthy and organic products, which can bring some problems, with unfulfilled expectations on the part of consumers who wrongly expected to be buying healthy or organic products and a consequent loss of trust on the part of the consumer toward the brand. The purpose of this case study is to understand how the Continente Food Lab brand can overcome this problem of brand myopia it burdens. More specifically, this case study aims to define the attributes of the brand triangle that lead fast-moving consumer goods clients to perceive Continente Food Lab as an innovative food retail brand.