A shortcut for new brands: additive-free label promotes consumers’ acceptance of new products

Purpose This paper aims to investigate the influence of “additive-free” label on Chinese consumers’ attitudes and perceptions, providing new insights and strategies for both marketing theory and brands. Design/methodology/approach Study 1 investigated how “additive-free” label influences consumers’ expectations after they read news about the overuse of food additives and unrelated news. Study 2 extended to a specific context, exploring the influence of famous brand scandals related to food additives on new brands’ similar additive-free products. Study 3 further explored whether telling a brand story related to additive-free could help new brands and their additive-free products increase consumers’ trust and purchase intention, ultimately capture the market under the influence of famous brand scandals. Findings The results indicated that products labeled with “additive-free” were expected to be healthier and more pleasant than those containing thickeners, regardless of whether participants read food additive-related news or not. Moreover, a famous brand scandal adversely influenced consumers’ expectations for both the new brand and its similar additive-free products. Finally, telling brand stories with additive-free information proved to be an effective strategy for new brands to gain a competitive edge in the market. Originality/value This study enriches Western marketing theories, offering the first comprehensive evidence of Chinese consumers’ attitudes toward “additive-free” label and proposes an effective strategy for new brands to capture the market.