Brands Crank Up Efforts to Diversify Their Product Portfolios

Bud Light, Dunkin’, and Reese’s are among the major brands tapping into new markets

By Chris Warren

For marketers diversifying their product portfolios, the aim is to build on the existing strengths of a brand while actively engaging a new set of customers. But in pursuing such a strategy, marketers have to be careful not to dilute the characteristics that have made their company so popular already.