“We wanted to find a name for our trend program that communicated a clear benefit for our customers and found ‘Spark’ to be fitting as it ignites limitless creativity,” said Kelli Heinz, Bell’s director of marketing & industry affairs. “That said, Bell would like to officially introduce Spark — Short, fiery, to the point and, we think, a perfect description for Bell’s trend program. Like a spark, which ignites or fizzles out, consumer trends come and go. But you are left inspired all the same.”
Bell’s Spark program will be a resource for analyzing consumer trends to influence flavor and fragrance inspirations. Using a unique process, Bell has uncovered new “Sparks” for 2015 that will provide insight for flavors and fragrances to translate into winning concepts.
Ms. Heinz explained how the Spark process combines the following research techniques to materialize flavor and fragrance inspirations:
WORLD – “We’re family run and firmly believe the most successful families constantly communicate. Our 7 worldwide locations collaborate on market trends identifying the big picture and subtle market nuances, giving new meaning to ‘keeping it in the family.’”
· LENS – “Exposure to industry product development innovation leads us down creative paths to discovering consumer and industry trends. Some think of it as a unique way of identifying trends– we think of it as putting on our glasses to see things through our customers’ eyes.”
· PAGES – “Call us bookworms, but reading, studying and analyzing industry publications and websites helps keep our finger on the pulse of fragrance and ingredient trends.”
· STATS – “Our 100+ years as a flavor and fragrance company have given us pretty good gut instincts on trends. But we are careful to support our intuition with secondary databases and market research.”
· PARTNERS - “Our marketing and R&D groups are allies in flavors, fragrances, botanicals and trends. They recognize their success lies in collaborating to support our customers’ successes.”