The way I see it is...ktd aren't tied to an image or SH profile like fonterra or synleit, who get every decision questioned by national media. Ktd (especially now because of their newly acquired brands) can explore any and all trends/markets with no negative repercussions to brand or budget. It is a rare luxury for a company to be able to try and perhaps fail with no real threat to its credibility or reputation.
KTD, page-342
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