Understanding Consumer Needs
For startup founders, understanding and meeting consumer needs is paramount.
Jake Deleon, the visionary behind Fila Manila, epitomizes this belief.
After gathering insightful feedback about the lackluster “paler red” color of their banana ketchup, Deleon is eager to refresh the product’s recipe.
Since its inception in 2020, Fila Manila has specialized in creating Filipino-inspired sauces and condiments.
Enhancing Product Aesthetics
Deleon is setting out to enhance the banana ketchup not only to achieve a richer red, akin to traditional tomato ketchup or popular imported varieties but also to elevate customer satisfaction.
He observes that a dish’s presentation impacts taste perceptions significantly.
To achieve this vibrant hue, the company opts for natural, plant-based ingredients, avoiding artificial color additives, which naturally limits their choices.
In Deleon’s eyes, improving products like this revamped banana ketchup will heighten consumer enjoyment, encouraging both fresh and loyal customers to include Fila Manila in their culinary routines.
He highlighted the pivotal role that aesthetics play in dining, referencing consumer tests that showed how a brighter shade of red positively affected flavor perceptions, even when the original recipe remained intact.
Innovative Ingredients and Market Timing
The initial recipe featured various components, such as banana puree, vinegars, and color enhancers like carrot and blackcurrant juice.
In the new iteration, Fila Manila has creatively used purple carrots, radishes, and red bell peppers to achieve the appealing red shade while staying true to their commitment against using seed oils, thanks to avocado oil.
Additionally, they have fine-tuned the sweetness level, ensuring the ketchup strikes a delightful balance of sweet and tangy tropical flavors.
With a solid background in marketing from his previous roles at Starbucks and Procter & Gamble, Deleon employs a unique approach to product development.
His prior experience facilitates in-house research and development, often conducting experiments in his own kitchen.
This hands-on method allows him to keep costs manageable while ensuring top-notch quality.
Interestingly, the revamped banana ketchup’s timing coincides with the FDA’s decision to ban Red No. 3 starting January 2027.
Deleon exudes confidence in Fila Manila’s formulations, emphasizing that their products are safely produced in the U.S. without health-related concerns.
He acknowledges that many companies depending on the now-prohibited dye will face significant reformulation challenges, which motivated Fila Manila to utilize radish as a natural color alternative.
Informed by the significance of connecting with the Filipino American community, the reformulated ketchup resonates more authentically with their culinary heritage.
The newly enhanced banana ketchup is expected to hit the shelves in select retailers like Meijer, Whole Foods Market, Kroger, Amazon, and the Fila Manila website as early as February, providing a fresh and vibrant condiment option for eager customers to savor.
Source: Foodbusinessnews