The Hartman Group’s Brand Ambition: Food and Beverage Brands & Beyond report finds that consumers consider taste, price and quality as the first-tier criteria when choosing which foods and beverages to buy. 
 
To choose a product, consumers want to know how it will satisfy taste expectations, whether it is offered at an acceptable price point, the product makeup and provenance. 
 
Brand plays a supporting role, often standing in for a constellation of properties consumers seek, including distinctive taste experiences.  

[Source] The Hartman Group’s Brand Ambition: Food and Beverage Brands & Beyond report

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