This column is part of our Last Word series, which invites noted professionals to provide closing thoughts at the end of each issue of Commercial Baking. See the full issue here.
ALLSTON, MA — How do you know if the product you’re developing can win in the market? To help us answer this question at Biena Snacks, I created a simple, yet powerful framework called the Golden Triangle of Positioning.
The Golden Triangle focuses on three essential aspects: your brand, your customer and the competitive landscape. If your product meets the criteria for all three sides of the triangle, you have a strong concept on your hands.
Your Brand: The first side of the triangle emphasizes the alignment of your product with your brand. Does your product authentically reflect your brand’s values and extend your competitive edge in the market?
Your Customer: The second side revolves around your target audience. Does your product genuinely solve a problem for the customer? Does it do so in a meaningful way?
The Competitive Marketplace: The third side is about differentiation. Is your product distinct from competitive offerings? Is it notably superior to alternatives?
We put this framework to the test when developing Tasty Thins Veggie Crisps. Recognizing that more than half of Americans are on a diet at any given time — and struggle to find satisfying snacks — we identified a gap in the market. There was a lack of options that allowed consumers to indulge in chips while watching their weight.
We tweaked the Tasty Thins concept until it met all the criteria of the Golden Triangle.
One year into the launch, Tasty Thins has high repeat-purchase rates and strong growth, demonstrating the value of the Golden Triangle of Positioning. The framework can be applied to any new idea. I encourage you to test it on your next product concept.
