'Marketing convenience foods between the wars' in G Jones & N J Morgan (eds), Adding Value. Brands and marketing in food and drink

Notes:

Deals with marketing of convenience foods between the wars to find it well developed and contrasting with findings of other recent research. Focuses as a case study on the planning, research and marketing campaigns of Horlick Food Co, manufacturer of malt milk food drinks and the role in this of J Walter Thompson. Has structure: 'Competitive background to marketing operations within the UK food industries'; 'Convenience and convenience foods' - ie definitions; 'Establishing branded foods in the UK between the wars' - the experience of Horlick: product range and development; pricing policy, consumer research, advertising and promotion; consumer research; the 'Sleep Campaign'; distribution