The premium market is creating demands that are increasingly difficult to satisfy with the true quality of a product.

 A lot of European manufacturers of food products are positioning themselves with identical articles in different segment: in the traditional retail business and the newly developed premium channels. That makes sense as most European food manufacturers are producing products that cannot solely cash in on quality premiums. Rather, these products also latently own a substantial experience premium: authentic stories concerning the products, the company, the entrepreneurial family, the factory and so on. In order to generate the premiums on these experiences in the markets, however, these stories must be consistently processed and integrated into the brand communication.

At the same time a credibility problems may arise when a premium product can both be found in the shelves of a retailer and in shops with a selective and high-end range of products. This fundamental problem is discussed in an article that had appeared in the February 2002 issue of Persönlich Blau and the Werbeagenda 2002 as part of a report about the marketing communication of Lindt&Sprüngli.