NPR

From Campbell's To Kellogg's, Classic Brands Are Feeling The Crunch

Big mainstream consumer brands, which have owned our cupboards and closets, face a turning point: a time to evolve or wither. The Internet and the echoes of the recession have changed us as shoppers.
The world of mainstream consumer brands is in a major slow-motion transformation. Source: sorbetto

Think about the last time you went to the supermarket. You probably spent no more than a few seconds choosing from all the different brands of toothpaste, frozen peas or oatmeal.

Those few seconds used to be the Holy Grail for brands, the moment you would get hooked forever on that Tide detergent or Heinz ketchup — an event referred to as "the first moment of truth." But lately, the moment of truth has moved to the Internet. What's more, ripples from the 2008 recession have changed us as shoppers.

More and more people have started saying: "I'm not a

You're reading a preview, sign up to read more.

More from NPR

NPR3 min readPolitics
'Theodore Roosevelt For The Defense' Makes A Libel Case Into Gripping Reading
Gifted writers Dan Abrams and David Fisher, who previously brought us Lincoln's Last Trial, are clearly fascinated by how Teddy Roosevelt's court case played out — bringing an enthusiasm to readers.
NPR2 min readPolitics
Nevada Poised To Become 15th State To Ditch Electoral College
The state Senate voted along party lines to join the National Popular Vote Interstate Compact, which would give the state's six electoral votes to the winner of the presidential popular vote.
NPR3 min readSociety
Binyavanga Wainaina, Kenyan Writer And LGBTQ Activist, Dies At 48
The author founded a platform for young Kenyan authors and came out as gay in a place where homosexuality has long been illegal. "Binyavanga was unbound in his imagining," said a friend and colleague.