A well-respected private label food processor held a strong position in Western markets. Top grocery chains stocked much of its canned vegetables line -- it was known for packing quality product at competitive prices. The private label business however, grew more price competitive and profits began to erode. A proprietary brand strategy was viewed as delivering higher profits through restored margins.

Our role was to guide an 18-month multistage effort to discover the most appropriate product categories to pursue.
We took these steps in a major consumer research product concept testing study:

Our final work was to manage the brand name development, package design, initial ad campaign and test market plan.

RESULTS
The new brand was successfully introduced at a premium price level and containing the blend of ingredients desired most by consumers. The brand fast gained both trade and consumer acceptance. And the brand was later expanded to other products and institutional markets.