What’s the difference between these two products?

Positioning.

Breyers has used all-natural ingredients for years. Their customers have taken this fact for granted as being a part of the brand identity. It’s not special anymore.

Häagen-Dazs chose to highlight this fact and market this benefit as a new luxury product.

The way they’ve ensured that their new Five product line will not cannibalize their bottom line is by this: limiting the ingredients to just FIVE ingredients. There are four essential ingredients that you must have to create ice cream. The fifth is for flavoring.

People understand that in order for them to have ‘crazy crap and the kitchen sink’ ice cream there must be more than one flavor. By limiting the scope of this new product Häagen-Dazs tells us that it’s limited and therefore special. The packaging gives off an air of luxuriousness and exclusivity by looking sparse, modern and white with minimal ornamentation. In an age of more, less truly is more.

Breyers’ step up? Take what’s already ‘All Natural’ and make it ‘Organic’: