Future-proof category vision

“Our project was a game changer for our relationship with one of our key retailers. By working together with our mutual target audiences, we not only developed future innovation opportunities & optimised category vision, but it also cemented a more collaborative working style & greater understanding between the two businesses.”

Kevin Fawell, Commercial Director
The Collective Dairy UK

challenge

Develop a ‘future proof’ category vision for the Kids Yogurt category in collaboration with a key retailer and their shoppers.

IMPACT

This shared learning journey revealed future NPD & merchandising/comms projects and allowed both teams to better understand each other and their mutual audiences.

There were immediate distribution gains and the project helped to secure the retailer’s prestigious Customer Champion Award.

learnings

We’re really proud of this project: it was a leap of faith on behalf of both teams and demonstrated the positive power of collaboration. Given that Brand Owners and Retailers both need to appeal to Shoppers and Consumers why not work together?

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