the Coke name to a diet drink back when artificial sweeteners had a significantly less attractive taste. Coke created Tab Cola, but only when aspartame (NutraSweet) was approved for use in soft drinks did Coca-Cola come out with a Diet Coke. Manufacturers that have invested a great deal of money in brands may have developed a certain level of consumer brand loyalty—that is, a tendency for consumers to continue to buy a preferred brand even when an attractive offer is made by competitors. For loyalty to be present, it is not enough to merely observe that the consumer buys the same brand consistently. The consumer, to be brand loyal, must be able to actively resist promotional efforts by competitors. A brand loyal consumer will continue to buy the preferred brand even if a competing product is improved, offers a price promotion or premium, or receives preferred display space. Some consumers have multi-brand loyalty. Here, a consumer switches between a few preferred brands. The consumer may either alternate for variety or may, as a rule of thumb, buy whichever one of the preferred brands is on sale. This consumer, however, would not switch to other brands on sale. Brand loyalty is, of course, a matter of degree. Some consumers will not switch for a moderate discount, but would switch for a large one or will occasionally buy another brand for convenience or variety. The product of the marketing mix refers to the goods and/or services that the organisation will offer to the consumer. An organisation can achieve this by either creating a new food product, or by modifying or improving an existing food product. For example, an organic almond yoghurt drink would be considered a new product, whereas a chocolate flavoured milk drink would be an extension of an existing product (Helm & Gritsch, 2014). The three steps to develop and extend a food product include generating ideas, analysing the ideas for feasibility and testing ideas for demand. Once these steps have successfully been completed, the food product can then be manufactured to the food market. Price In profitably pricing the food, the manufacturer must keep in mind that the retailer adds approximately 50 percent to the price of a wholesale product. For example, a frozen food sold in a retail store for $4.50 generates an income of $3.00 for the manufacturer. This money has to pay for the cost of