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Vintage photograph of a woman checking out her groceries

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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