Beverage brands can blur the lines both within the category and steal outside cues to create novel products such as beer...

Beverage brands can blur the lines both within the category and steal outside cues to create novel products such as beer-flavored ice cream that arrest the consumer's attention, according to Mintel. Manager of trends Ian Hare told an industry audience at the research outfit's Big Conversation event in London last Thursday that so-called 'category blurring' could unlock new opportunities.

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