Meal kit delivery is relatively new, but the concept has spawned fierce competition in the last six years. With a raft of similar companies vying for the same customers, the pressure is on for branding teams to make sure their company stands out from the crowd. That process starts with the company name. And for those of us outside of the meal kit industry, looking at an entire category like this provides great naming lessons for how to differentiate our brands.
Of course, in its branding and marketing, each company conveys messages beyond what’s obvious from the name. Most of those are common to the category: farm-to-table freshness, great taste, healthful eating, sustainability, ease, convenience. But focusing on the names themselves yields plenty of choice branding morsels.
At Marketing Profs, Mark Skoultchi of the naming firm Catchword dives into the meal kit naming world and provides five takeaways from the naming of meal kit brands. Click through to get some tasty naming naming lessons!