The Ethnic Branding Boom

OK, it makes us wince when we have to call something Ethnic - it kinda reflects a lack of awareness about what’s going on these days in our global market. No matter, we saw some interesting brands in a Business 2.0 article about new ‘Ethnic’ brands entering the US market and we couldn’t think of another title so we pinched theirs, (and the key points they made too):

• Sadaf - Middle Eastern oils, spices and foods - available in Safeway
• Jollibee - Philippines-based fast food chain with 12 US outlets by the end of this year
• Lifeway - Maker of Yogurt like drink called Kefir being tested in Target and Walmart
• Pollo Campero - Guatamalan fast food chicken joint with plans for 30 outlets by the end of 2006
• Satnam - Indian ready to eat food and rice maker available in Wholefoods