The NOTHING ELSE Brand: A Case Study


The NOTHING ELSE food label, created at the Auckland University of Technology, lists the eight or less easily recognized ingredients on the front-of-pack within a circular band. This report describes the evolution of the label into a stand-alone brand for products including nuts, dried fruit, biscuits and water sold in four cafes at the university. In partnership with an established food manufacturer a NOTHING ELSE healthier snackbar was developed and sold through the university fitness centres with sales being tracked electronically by time, day and quantity. Consumers/purchasers of this NOTHING ELSE bar were asked why they bought the bar and when they would eat it as well as if they would buy the bar again and why/why not. Two thirds of the 43 respondents said that they would buy the bar again. Three key reasons for repurchase were identified: taste (n = 12), “healthy” (n = 11) and “natural ingredients” (n = 10). Positive comments about the ingredients included: no additives or preservative, the low/no added sugar, and the presence of fibre demonstrating that this unique brand concept was meeting a consumer need for transparent product information. The next steps are commercial production of the snackbar and market expansion within the university.

Share and Cite:

Brown, D. , Donaldson, B. , Parsons, A. , Macrae, D. , Kelleher, J. , Yan, M. and Rush, E. (2015) The NOTHING ELSE Brand: A Case Study. Food and Nutrition Sciences, 6, 332-338. doi: 10.4236/fns.2015.63033.

Conflicts of Interest

The authors declare no conflicts of interest.


[1] Boyle, D. (2004) Authenticity: Brands, Fakes, Spin and the Lust for Real Life. Harper Collins UK, London.
[2] Ewen, S. (2001) Captains of Consciousness. Basic Books, New York.
[3] Grant, J. (2009) The Green Marketing Manifesto. John Wiley & Sons, London.
[4] Pollan, M. (2008) In Defence of Food: The Myth of Nutrition and the Pleasures of Eating. Penguin UK, London.
[5] Nestle, M. and Ludwig, D.S. (2010) Front-of-Package Food Labels: Public Health or Propaganda? Journal of the American Medical Association, 303, 771-772.
[6] Australia New Zealand Food Safety Authority (2014) Australia New Zealand Food Standards Code—Standard 1.2.7 —Nutrition, Health and Related Claims.
[7] Grunert, K.G. (2003) Can We Understand Consumers by Asking Them. Marketing Research, 15, 46.
[8] Iedema, R. (2003) Multimodality, Resemiotization: Extending the Analysis of Discourse as Multi-Semiotic Practice. Visual Communication, 2, 29-57.
[9] Joy, A., Sherry Jr., J., Venkatesh, A. and Deschenes, J. (2009) Perceiving Images and Telling Tales: A Visual and Verbal Analysis of the Meaning of the Internet. Journal of Consumer Psychology, 19, 556-566.
[10] Kress, G. and Van Leeuwen, T. (2006) Reading Images: The Grammar of Visual Images. Routledge, Oxon.
[11] Norris, S. and Jones, R.H. (2005) Discourse in Action. Routlege, London.
[12] Baltas, G. (2001) Nutrition Labelling: Issues and Policies. European Journal of Marketing, 35, 708-721.
[13] Messaris, P. (1997) Visual Persuasion: The Role of Images in Advertising. Sage, London.
[14] Parsons, A.G. and Schumacher, C. (2012) Advertising Regulation and Market Drivers. European Journal of Marketing, 46, 1539-1558.
[15] Brown, D. (2010) Changing Modal Values through Sustainable Consumption of Food. Master of Philosophy (Communication Studies), AUT University.
[16] Arvidsson, A. (2006) Brand Management. In: Brewer, J. and Trentmann, F., Eds., Consuming Cultures, Global Perspectives: Historical Trajectories, Transnational Exchanges, Berg Publishers, New York, 71-94.
[17] Jones, R.H. (2005) Sites of Engagement as Sites of Attention: Time, Space and Culture in Electronic Discourse. In: Jones, R.H. and Norris, S., Eds., Discourse in Action, Routledge, London, 141-154.
[18] Trentmann, F. (2006) Genealogy of the Consumer. Berg Publishers, New York.
[19] Hamilton, C. (2003) Growth Fetish. Allen & Unwin Australia Pty Ltd., Crows Nest. Japanese Version Translated by Shimada, Y. (2004) Keizai Seicho no Shinwa karano Dakkyaku.
[20] James, O. (2008) The Selfish Capitalist. Vermilion, London.
[21] Kasser, T. (2002) The High Price of Materialism. MIT Press, Boston.
[22] Grunert, K. (2003) Purchase and Consumption: The Interdisciplinary Nature of Analysing Food Choice. Food Quality and Preference, 14, 39-40.
[23] Guinard, J-X., Smiciklas-Wright, H., Marty, C., Sabha, R.A., Soucy, I., Taylor-Davis, S. and Wright, C. (1996) Acceptability of Fat-Modified Foods in a Population of Older Adults: Contrast between Sensory Preference and Purchase Intent. Food Quality and Preference, 7, 21-28.
[24] Haddad, Y., Haddad, J., Olabi, A., Shuayto, N., Haddad, T. and Toufeili, I. (2007) Mapping Determinants of Purchase Intent of Concentrated Yogurt (Labneh) by Conjoint Analysis. Food Quality and Preference, 18, 795-802.
[25] Bemmaor, A.C. (1995) Predicting Behavior from Intention-to-Buy Measures: The Parametric Case. Journal of Marketing Research, 32, 176-191.
[26] Cobb-Walgren, C.J., Ruble, C.A. and Donthu, N. (1995) Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, 24, 25-40.
[27] Al-Weqaiyan, A. (2005) A Cross-National Study of Repurchase Intentions of Fast-Food Meals. Journal of International Food & Agribusiness Marketing, 17, 95-116.
[28] Beharrell, B. and Denison, T.J. (1995) Involvement in a Routine Food Shopping Context. British Food Journal, 97, 2429.

Copyright © 2023 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.