--- title: "protecting your core range: is anyone 'normal' anymore?" description: Who is appealing to the “middle” consumer who isn't easily swayed by jazzy novelty brands? We find out how you can do it and protect your range. --- [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) [![PlayInnovation Logo](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background-3.svg "PlayInnovation Logo")](https://www.playinnovation.com.au/) - [HOW WE WORK](https://www.playinnovation.com.au/how-we-work) - [Insights](https://www.playinnovation.com.au/insights) - [**Explore**Dig deep into unmet needs and prepare opportunity springboards](https://www.playinnovation.com.au/insights/explore) - [**Develop**Generate ideas and begin your concept development](https://www.playinnovation.com.au/insights/develop) - [**Prove**Test out your product and pack, and refine it ahead of launch](https://www.playinnovation.com.au/insights/prove) - [**Monitor**Understand your performance by evaluating in-market results](https://www.playinnovation.com.au/insights/monitor) - [INNOVATION](https://www.playinnovation.com.au/innovation) - [**Innovate Innovation**Refresh and retune your innovation process from beginning to end](https://www.playinnovation.com.au/innovation/innovate-innovation) - [**Fuelling the Pipeline**Get a focused pipeline of opportunities to deliver real growth](https://www.playinnovation.com.au/innovation/fuelling-the-pipeline) - [**Consumer-led Product Development**Agile check-ins with consumers earlier and more often](https://www.playinnovation.com.au/innovation/consumer-led-product-development) - [**Post-launch Radar**Figure out what worked (and why), so you can pivot and optimise](https://www.playinnovation.com.au/innovation/post-launch-radar) - Your Resources - [**Knowledge Hub**Access thought-provoking research on market trends and new product development](https://www.playinnovation.com.au/the-knowledge-hub) - [**Blog**For the latest news and updates on consumer insights and product innovation in FMCG](https://www.playinnovation.com.au/blog) - [**Case Studies**Results that prove we’ve got it. See how we helped FMCG brands innovate better](https://www.playinnovation.com.au/case-studies) - [WHO WE ARE](https://www.playinnovation.com.au/who-we-are) SEARCH [Get In Touch](https://www.playinnovation.com.au/contact) Enquire Today ![](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Blog%20Page/close-button.png) # protecting your core range: is anyone 'normal' anymore? [![Arrow Down](https://cdn2.hubspot.net/hubfs/2518731/_PlayMR%202020/Global/banner-arrow.png)](https://www.playinnovation.com.au/download-protecting-your-core-range#next) ![protecting your core range cover page](https://www.playinnovation.com.au/hs-fs/hubfs/protecting%20your%20core%20range%20cover%20page.jpg?width=288&name=protecting%20your%20core%20range%20cover%20page.jpg) In today’s super speedy world, tapping into trends is a critical part of brands remaining relevant. However, it’s just as important to stay focused on your core range. After all, that’s what keeps customers coming back! In this paper, we’re going to run you through the dangers of becoming too trend-dependant and share exactly how to ensure your core range is protected. ## you’re in good company. ## your're in good company ![kelloggs](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/kelloggs.png) ![unilever](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/unilever.png) ![endeavor_group](https://www.playinnovation.com.au/hubfs/endeavor_group.jpeg) ![wool worths](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/wool-worths.png) ![Krispy Kreme](https://www.playinnovation.com.au/hubfs/Krispy%20Kreme.png) ![Frucor_Suntory_logo](https://www.playinnovation.com.au/hubfs/Frucor_Suntory_logo.png) ![mars](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/mars.png) ![dominos](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/dominos.png) ![Remedy](https://www.playinnovation.com.au/hubfs/Remedy.png) ![Simplot](https://www.playinnovation.com.au/hubfs/Simplot.png) ![firmenich](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/firmenich.png) ![goodman fileder](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/goodman-fileder.png) ![GWF](https://www.playinnovation.com.au/hubfs/GWF.png) ![Bega](https://www.playinnovation.com.au/hubfs/Bega.svg) ![Nexba](https://www.playinnovation.com.au/hubfs/Nexba.png) ![A2](https://www.playinnovation.com.au/hubfs/A2.png) ![nestle](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/nestle.png) ![gbu](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/gbu.png) ![Arnotts](https://www.playinnovation.com.au/hubfs/Arnotts.png) ![purina](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/purina.png) ![sunrice](https://www.playinnovation.com.au/hubfs/sunrice.png) ![Lion-Co-Logo](https://www.playinnovation.com.au/hubfs/Lion-Co-Logo.png) ## as featured in. ![inside fmcg](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/inside-fmcg.png) ![australian foodnews](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/australian-foodnews.png) ![b&t](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/b&t.png) ![food & drinks](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/food-&-drinks.png) ![food & beverages](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/food-&-beverages.png) ![marketing](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/marketing.png) ![pkn](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/pkn.png) ![retail word](https://www.playmr.com.au/hubfs/_PlayMR%202020/Global/Company%20Logos/retail-word.png) ###### Insights - [Explore](https://www.playinnovation.com.au/insights/explore) - [Develop](https://www.playinnovation.com.au/insights/develop) - [Prove](https://www.playinnovation.com.au/insights/prove) - [Monitor](https://www.playinnovation.com.au/insights/monitor) ###### INNOVATION - [Innovate Innovation](https://www.playinnovation.com.au/innovation/innovate-innovation) - [Fuelling the Pipeline](https://www.playinnovation.com.au/innovation/fuelling-the-pipeline) - [Consumer-Led Product Development](https://www.playinnovation.com.au/innovation/consumer-led-product-development) - [Post Launch Radar](https://www.playinnovation.com.au/innovation/post-launch-radar) ###### Resources - [Knowledge Hub](https://www.playinnovation.com.au/the-knowledge-hub) - [Blog](https://www.playinnovation.com.au/blog) - [Case Studies](https://www.playinnovation.com.au/case-studies) ###### COMPANY - [How We Work](https://www.playinnovation.com.au/how-we-work) - [Who We Are](https://www.playinnovation.com.au/who-we-are) - [Join our Team](https://www.playinnovation.com.au/join-our-team) - [Get in Touch](https://www.playinnovation.com.au/contact) [![PlayInnovation_S2_Logo_RGB-2 PLAY 2.2 White Logo Transparent Background](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background.svg "PlayInnovation_S2_Logo_RGB-2 PLAY 2.2 White Logo Transparent Background")](https://www.playinnovation.com.au/) [![PlayInnovation_S2_Logo_RGB-2 PLAY 2.2 White Logo Transparent Background](https://www.playinnovation.com.au/hubfs/PlayInnovation_S2_Logo_RGB-2%20PLAY%202.2%20White%20Logo%20Transparent%20Background.svg "PlayInnovation_S2_Logo_RGB-2 PLAY 2.2 White Logo Transparent Background")](https://www.playinnovation.com.au/) © 2025 PLAY. 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