Reynolds Wrap has remained largely unchanged since its introduction in 1947. How do you make a 70-year-old product relevant again?
Reynolds commands a 50% premium over private labels in MULO channels and enjoys a 60% share of the aluminum foil market to boot. But the food storage market is dominated by “the plastics” — bags, wraps and containers. The convenience of taking a dish directly from the fridge to the microwave is invaluable to today’s time-crunched, instant gratification-seeking consumers.
Consumers already know the microwave is cheating. We just need to position Reynolds as a gateway to healthier and tastier meals.