Is there opportunity to reposition a stable and commoditised food product to command a premium in the US foods market?


This project aimed to establish if and where
there was opportunity to move one of the
client’s established products from a ‘value’
positioning to a more premium space.

Our client asked:

Our client wanted to establish whether one of its legacy products, which had
become commoditised and operated under a brand that had lost its shine,
might be repositioned to compete and win in a premium space.

The project story:

We undertook desk research to better understand the product, through
nutritional and sensorial lenses, and to examine consumer attitudes to the core
ingredient; positive attributes of the product versus alternative ingredients; and
products that might deliver similar types of benefit.

We also undertook consultations with the client team – to better understand
the strengths and weaknesses of the product, in terms of cost, ease of
manufacture, and distribution – and developed initial hypotheses around how,
why and when the legacy product might be used.

We tested our hypothesis by talking with market commentators and nutritional
experts – seeing if the idea resonated and the added value was credible – and
an internal workshop developed the data sourced through the consultation
process into a value proposition.

Results: deliverables and outcomes

We presented a worked-up value proposition – including a defined consumer
need, a profile of the target consumer, and a use case occasion. We visualised
the concept and storyboarded the use case, explaining how and why the
repositioned product would compete, and identified likely competitive threats
from other big brands.

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