To increase what food marketers call usage occasions, candy brands often develop seasonal recipes.
"I think you're going to move into more usage occasions with this delivery method," Ms. Cook said.
To increase what food marketers call "usage occasions," food brands develop recipes not only to gain customers but also to entice existing ones to buy more frequently.
Newer recipes, meanwhile, try to increase what food marketers call usage occasions by including the powder mixes in dishes whose final form is neither pudding nor gelatin.
By marketing a weight-loss plan that called for eating cereal twice a day, Special K's "strategy was to double the usage occasions for breakfast cereal," said Krista Faron, a senior analyst at Mintel, a market research firm.
Rather than introduce a recipe-driven campaign in the winter, when interest in mustard wanes, the effort aims to increase what food marketers call usage occasions, when consumers are apt to be buying it anyway.
Many new recipes try to expand what are known in food marketing parlance as "usage occasions," recasting olive oil not just as a baking staple but also, for example, as suitable for pan-frying at high heats.
A common growth strategy for cereal companies is to increase what marketers call usage occasions through promoting recipes, as does Kellogg's with Rice Krispies Treats and General Mills with Chex Mix.
Ms. DeSalvatore says this is the first time the brand is pitching both rolls and wipes in one advertisement, in the hope of increasing the use of wipes, which are purchased by only 25percentt of households, many of which use them only on what she called "select usage occasions".
