KEY SUCESS FACTORS AND APPEALS:
Farmbake is a very successul NZ biscuit brand and is more commonly reached for than Earnest Adams.
They have gained a huge trust with New Zealand audiences and their bags are taking over the biscuit section.
They have a great design which gives off a very homebaked, rustic feel .
Their slogan is “There is no substitue for quality” which pairs great with “the taste of home”.
They have a great selection of flavours and appeal to many.
Customers know the brand well and will most likely always stick to it.
Affordable vs quality is a good balance.
WEAKNESSES:
Packaging has a particular style. Younger generations may not like it as much.
Not made in New Zealand
To maintain freshness you have to store in an airtight container
no gluten free options
The packaging does not not provide much information about the brand
Biscuits arent what they look like on the packet - false advertising?
Poor taste. Dry and not like a homebaked cookie
Being too much of a commercial brand may take away the homeliness from the brand and how they are wanting the consumers to see their brand
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