andygchicago t1_jbdizw5 wrote
Reply to comment by Em_Adespoton in Consumers respond less positively to new products when their brand names use unconventional spellings of real words, like “Klear” instead of “Clear.” Findings showed that consumers saw these names as indicating the brand was less honest, down-to-earth and wholesome. by geoff199
This article is discussing company names, not product descriptors. Krispy Kreme can be called “Meat and Potatoes.” Plenty of “Maple” brand companies that make syrups with no maple in them, for example.
Also, I’m pretty sure that even if they called the individual doughnuts crispy, they aren’t going to get in trouble because they aren’t crispy.
“Cheeze” or “Chik’n” are legally required terms for plant based foods, though.
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