The Viennese Affaire is characterized by its unique taste experience, offering a fusion of sour cherries with sugar coated almonds.It is the flavour combination of dried fruits and almonds wrapped in a coat of sugar that leaves a lasting taste memory – just like the lasting memories of a beautiful vacation in a beautiful city.The underlying innovation of the Viennese Affaire lies primarily in the distribution and sale through a proprietary network of vending machines retailing solely organic snacks, which are stationed at airports and train stations, as well as souvenir shops.The target market consists of travellers and tourists. The product’s resonating name conveys two key facets:It sets up a link to Vienna (in that the constituent foodstuffs together recreate the colours of the city’s flag), and the word ‘Affaire’ alludes to a relationship of sorts.This can mean the blending of sweet and sour, almonds with fruits, or Occident (Vienna) and Orient (where the ingredients originate). The puckered lips underscore the product’s intentionally emotional connotations, creating an ambiguous double entendre on the word ‘Affaire’ and attracting attention.The aim is to appeal to travellers and tourists through the product’s playful packaging and design. All the ingredients are sourced organically from certified farms. The use of solar drying during the production process is notable. In addition to the ecological (green) criteria, our mixed dry berry-almond snack fulfils another criteria of sustainability, namely that the entire production process is Fairtrade (certified by the Austrian chapter of Fairtrade Labelling Organizations International).Our product is thus ecologically and socially sustainable, as its purchase supports underdeveloped regions in Uzbekistan, strengthens small scale farmers and enables them to develop their operations in a balanced manner.Tourists and travellers exhibit the propensity to pay higher prices, and those looking for a healthy snack whilst on-­‐the-­‐go and/or for a souvenir to take home will find the Viennese Affaire an ideal purchase that meets all of those needs.

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