Development of a brand and product strategy for a leading UK biscuit company in savoury biscuits segments
For one of the leading players in the UK biscuit market manufacturing both branded and private label biscuits and snacks.
We evaluated market and sub-category historical performance, the drivers of market growth and competitor success/failure and share development and factors influencing both short and long term growth potential for the category and the key players within it. We quantified the scale of market opportunity represented by the complex range of consumer need states and usage occasions which drive the savoury snacking category. We assessed savoury brand stretch potential for our client’s existing brand franchises, the opportunities and challenges represented by new brand development positioned against those consumer need states deemed to lie beyond the reach of existing brands and we assessed the competitor set for potential acquisition targets.
We concluded with a clear summary of recommended next steps presented to the CEO of the business and a sub-set of the Board