Growing high performance food businesses
Case Study — Strengthen market position
Strengthened market position by creation of a new brand and range
We were approached by a company making a range of delicious tasting relishes based on recipes and flavours enjoyed throughout Europe in ancient times. The products are beautifully packaged and had an established market in some delis, museum shops and shops within historical properties. They were finding that consumers and sometimes also buyers found it hard to understand the usages of these products as meal opportunities or when they could make use of them as accompaniments and tended to think of the as heritage products, an occasional gift purchase but not as a weekly usage item. A secondary range of products was created with a more simple, more easy to embrace brand. These recipes were still based on good quality ingredients and wonderful flavours but the branding was more contemporary and fun with very eye catching, brighter packaging and the name made it more instantly obvious how they could be used.
The new range was trailed at Speciality and Fine Food Fare in September 2006 and proved to be a hit with buyers. They are continuing to sell both brands into different markets and are doing well.
