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Challenge

A large CPG company with a long standing national branded food franchise turned to DataKey to assist with the renovation/re-launch of the business.

Actions 

• Conducted consumer research and determined category insights for revamping product portfolio. 
• Oversaw project management of the entire packaging conversion from production line modifications to supplier management, integrating with Purchasing, Marketing, Sales, Engineering, and Finance.
• Recommended the introduction of new product formulations to capitalize on consumer trends for healthier foods, and converting to a new primary packaging structure to provide a more modern product image.
• Provided analytic support to Customer Marketing to demonstrate the retail story for increasing share of shelf for own brands versus competition.

Results

• Brand re-launched successfully adding significant points of total distribution, achieving desirable shelf positioning across major retail customers.
• Retail sales increased +15% for 3 quarters after re-launch completed.