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New brand development
Our client was concerned about a new competitor entering and they wanted to continue business growth.
They needed support to identify how they could expand by developing products that drove a new user to the segment. We identified a gap in the market for a low “entry-level” value offering, differentiated from the mainstream brand.
What we did
- Market analysis, product positioning & price architecture
- Flavour & recipe development
- Ingredient sourcing
- Brand naming & logo creation
- Packaging development and design
- Pricing & commercial margin development
- Forecasts
- Pitch deck development
- Retailer sell in & negotiations
- Supplier new line forms
- Promotional plan development
- Trade marketing negotiation & plan
The numbers
100% distribution across Woolworths NZ at launch, with a dedicated full shelf
13.2% incremental unit growth to the segment in 12-months
9.5% incremental revenue increase to the NZ business
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