Bountiful choice stands for variety, surprise, fun & experience, again paired with the consumer’s desire for individuality. In general, there are no limits to innovation – it’s all about the interplay of texture, appearance and taste.
This cross-category trend is characterized by consumers’ increasing zest for experimentation, and is putting pressure on manufacturers to meet this desire for variety. It is not necessary to reinvent the wheel: peanut butter, previously known only pure and in combination with jelly , can be given an innovative image with taste combinations like peanut butter-cranberry-cinnamon.