Ingredient vs. Occasion: Key Takeaways for CPG Brands

Based on the Vdriven Masterclass presented by Luke Abbott 

Great ingredients help explain what makes a product different. A clear occasion helps explain why someone would reach for it. In Vdriven’s masterclass, Luke Abbott
explored how connecting those two ideas can sharpen packaging, shopper messaging, and retail buyer presentations.

Here are the key notes from the discussion, plus practical ways to apply them to your brand.

Start with the shopper’s life, not just your formulation

The central challenge was to move beyond “What makes our product special?” and answer “Where does this fit in someone’s life?” Your sourcing story and formulation still matter, but they should support a recognizable reason to buy.

• Make the category clear: Help shoppers understand what the product is before asking them to decode what makes it different.
• Identify the moment: Give them a specific situation in which they would reach for it.
• Name the replacement: Consider what they would otherwise eat, drink, or do.
• Use ingredients as proof: Connect the formulation to a benefit the shopper actually values.

Luke’s suggested messaging order was category, occasion or benefit, differentiator, then proof. The goal is not to remove the ingredient story; it is to make that story easier to understand.

Define an occasion beyond “anytime”

An occasion is more than a time of day. The discussion identified four elements that help make it specific:

• Need: What is the shopper looking for, such as hydration, energy, satisfaction, or indulgence?
• Time and place: Does the product fit a commute, a desk break, a lunchbox, or movie night?
• Replacement behavior: Is it an alternative to a second coffee, a familiar snack, or another drink?
• Social context: Is the shopper alone, with family, or entertaining friends?

Luke used Tosi as an example of reframing the choice: a crunchy alternative to popcorn on family movie night, rather than only a product competing on protein content. That framing gives the shopper a specific experience to picture.

A product can serve several occasions. The point is to articulate them clearly, not limit the brand to one use forever.

Let packaging help tell the story

Occasion cues do not have to come entirely from words. Luke highlighted how format, color, and familiar category signals can help communicate what a product is and when someone might use it.

• Recognizable cues: His Poppi example focused on how soda cues provide a familiar starting point before shoppers consider differentiating attributes.
• Meaningful descriptions: A word such as “treat” may help communicate an intended experience when a broader descriptor leaves it unclear.
• Audience understanding: Ingredient-led messaging can still work when the target shopper already connects the ingredient with a use, such as caffeine with an afternoon pick-me-up.

Clear positioning is only part of the work. Luke also emphasized taste, distribution, retail execution, and the resources needed to support growth.

Explain what you add to the retailer’s assortment

The retail conversation needs to go beyond “Our ingredients are different.” Luke and Wade encouraged brands to explain how their product could contribute to category growth.

• New shopper: Could it attract someone the current assortment is not reaching?
• New occasion: Could it serve a moment the assortment does not adequately cover?
• Trade-up: Does it offer a compelling reason to choose a higher-value option?
• Simple substitution: Would it mainly shift sales away from an item already on the shelf?

Wade encouraged brands to study the retailer’s assortment and pricing before pitching. Bring a specific, testable case for what you add rather than expecting the buyer to make that connection for you.

Test your message before investing in a redesign

The session offered three low-cost checks for whether shoppers understand the intended occasion. Use their responses to identify gaps before changing the packaging or expanding the marketing spend.

• Demo-table questions: Ask “When would you have this?” and “What would this replace?” Record shoppers’ exact words without supplying the answer.
• Shelf-adjacency check: Look at the products beside your likely placement. Consider whether yours serves a distinct need or offers another version of the same choice.
• Three-second stranger test: Briefly show the pack to someone unfamiliar with your brand. Ask what it is, when they would use it, and what they might choose it instead of.

Listen for consistent patterns, not just positive reactions. Liking a sample and understanding where it fits in a routine are different pieces of feedback.

Put the positioning into one sentence

Use this exercise, adapted from Luke’s framework, to bring the key notes together. Keep the language simple enough for someone outside your business to repeat:

For [specific shopper] at [specific moment], our [recognizable category] replaces [current choice] with [meaningful benefit], supported by [credible proof].

If the sentence is difficult to complete, start by clarifying the shopper, the moment, and the alternative. More claims will not necessarily make the proposition clearer.

The takeaway: help shoppers recognize the occasion, then give them reasons to choose your product for it. Before your next packaging revision or buyer presentation, make sure your team can explain both.