The idea may sound a bit crazy, but it quickly went viral. In Galicia, where Larsa is a lovemark and her products consumed with fan enthusiasm, her latest yogurts became one of those things that was commented on over and over again on social networks (although thanks to tweets from some account with pull the echo became general to the state).
Larsa had launched a series of yogurts with unexpected flavors. There are toxo and verbena, elderflower and violet flower. They are not common flavors on the palate, but they are very recognizable plants, at least for their niche consumers.
They are the plants that abound in the Galician countryside, which surround the lands where the cows graze. The unexpected flavored yogurts were born within the framework of an innovation program that the company has underway with the University of Santiago de Compostela. They seek to reward groundbreaking and striking ideas.
The interesting thing is that these yogurts fit with an upward trend, that of creating unexpected flavors and that of making food fusions that are striking and surprising. They are, in fact, the latest big trend in co-branding in the world of food.
Toxo and verbena are not brands, true, but the idea of attracting attention and surprising is the same. In the United States, the tendency to make unexpected “mashups” has already become one of the emerging resources of food companies to attract attention and create breakthrough products. It is one of the great marketing trends that allow you to enter the conversation.
The last great example has been a special ice cream made with a Mac and Cheese flavor. Mac and Cheese is a classic American macaroni and cheese dish, which is consumed already using a pre-cook system.
It is a comfort food that has a product box behind that gives you everything half done. The most popular product is that of Kraft and Kraft is the one who has closed the agreement to launch an ice cream in limited collaboration with a cult ice cream parlor.
New flavors, echo in the media
This mixture of unexpected flavors is not so strange in other cultures, but the western market is, as explained in FastCompany , where they have made an analysis of this trend. The move, they believe, will make it possible to make new flavors popular with Western consumers (a cheese ice cream does not surprise consumers in the Philippines, for example, they recall), but also surprise in a context where it seems impossible to do so.
As a Forrester analyst explains, these limited editions “have PR value and sell out quickly.” And they do it in a market where there is not much room to maneuver and to do different things. In addition, many times it works not only as a shock element because of the flavors that come together, but also because of the potential for co-branding, joining the pull of two brands.
KFC collaborated in the US with a chain of cinemas to make popcorn flavored with chicken sandwiches, and Taco Bell and Doritos were among the pioneers, launching a hybrid product as early as 2012. Collaborations have been growing in recent years and will not stop.
The surprising and unexpected flavors will continue to function as a powerful claim because, as indicated in the analysis, they continue to generate high engagement in social networks and a thread of conversations in the media. These actions become news, curious and positive news that generate a wave of good press. And that is exactly what all these brands need. If that means throwing in a British breakfast bean smothie (which has been done), so be it.