Ramadan: Consumer inertia and habit are the real competitors in condiment markets
Mark Ramadan · Advice Line with Mark Ramadan of Sir Kensington's · Jun 27, 2024 · at 32:58
Mark Ramadan, co-founder of condiment brand Sir Kensington's, explains his go-to-market mindset when launching against established food giants like Heinz.
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“If anything, we saw inertia as the competitor. People are on, you know, they're not impulse buying different catch-ups every week, and so the real competitor was Habit. And so we thought about how do we break a habit rather than how do we switch people away from Hines?”
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