Denise Goldberg's blog

Sunday, March 05, 2006

Name games

I sometimes wonder how product names relate to product sales. The trigger for my current wonder is the disappearance of one of my favorite Luna Bars, Sweet Dreams. I suspect that the name had something to do with this because all of the other flavors are named in a descriptive fashion. So what flavor was a Sweet Dreams bar? The descriptive part of the label listed chocolate, caramel, and peanuts. The name of the new bar that I believe is the replacement for Sweet Dreams? It's Caramel Nut Brownie, with a description of "Home baked goodness of creamy caramel, chocolate chips, crunchy walnuts and rich dark chocolate". Let's see, walnuts instead of peanuts, but other than that it sounds pretty similar. I tasted a Caramel Nut Brownie bar yesterday (yes, it was supporting my windy bike ride!), and while the taste is slightly different, I think it will easily become my replacement for Sweet Dreams.

I suppose a descriptive name works better. Somehow Sweet Dreams as a name conjures up a before-bed type of snack, and to me an energy bar is definitely not something I eat when I want to sleep. It makes me wonder what the thought process was in coming up with that name!

Luna Bars are one of the two types of energy bars that I use to support my activity level, especially when I'm out cycling for long periods of time. My other choice is the Powerbar Pria. My choices are driven by both taste and my looking for a high-carbohydrate snack the supports my energy level as I dance down the road on one of my bicycles.

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