The methodology of study is based on a new educational thinkingto use analytics to build ideas and make them better. The article analyzes the equity of a new product in terms of consistency of the equity of a new brand. The aim of the study -to identify the new product's consistency quality importance on the new brand equity when the customer chooses a new product (the example: candy in boxes). Theoretical study was based on the analysis of scientific literature, synthesis, logical generalisation, graphic modeling and a survey (2017 (n = 416)). Analysing the equity of the new product consistency for the new brand equity structure. Recognizing that consumer choice depends on the equity of the new consistency of the product offered to him by the firm's offer, the practical test of the scientific concept has been chosen from the original study, analyzing the equity of the candys in boxes as a new product for the consumer. The results allow us to make assumptions about what elements of the new consistency of the product could influence the success of the new brand on the candy market. The consistency quality of a new food product is essential factor of a new brand equity. The results of the study lead to conclusion that new food product (candys in boxes) Lithuanian shoppers perceive the importance of consistency quality and assess the identity (as unique products) (between high and medium value), which is forming a positive image of the product (quality assurance). The results of the research can be applied to the needs of the consumers of the Lithuanian candys in boxes market.
Keywords: new brand, new product consistency, candy, quality, equity.Problem. Researchers Kitt, Sträter (2008) in their the study concluded that sugar-free confections grew much faster than those made with sugars, mainly because they dominated the new-product launches. Chocolate products are the most important products of candy that are popular with a lot and as a source of energy in addition to its high nutritional value. Chocolate is the most frequently craved food (El-kalyoubi et al., 2011). However, chocolate is classified as a high calorie food due to the high fat and sugar contents. These contents have negative effects on health (Kim et al. 2017), Black chocolate, black chocolate candys without synthetic food additives, no GMO, sugar reduction, organic consistency are good effect effects on health.Lithuania, as well as other countries in the world, pays more and more attention to food quality. This is determined by botha new buyer approach to food and human concern. Does this claim confirm the fact of the purchase of candys according to their quality characteristics in Lithuania.In this study, the research problem presupposes the aim of the study -to identify the new product's consistency quality importance on the new brand equity when the customer chooses a new product (the example: candy in boxes).The logic of realisation of the aim emphasizes the following goals: 1) To analyze the theoretical model concepts for new brand new food pro...