CHALLENGE:
Meals by You is launching products focused around easy protein in multiple forms. The latest product is an easy add-in to meals or mixed with an easy add-in such as a can of beans to make an easy protein filled dip. As the product is in the development stage with multiple food research centres, Meals by You wants to ensure they understand the market, its growth factors, pain points to launch the product successfully. A full strategy that encompasses a target market, distribution channels, packaging and promotions is needed.
SOLUTION:
Secondary Research was completed to uncover key trends/stats in the plant based, vegan flexitarian, family market with a focus on the demographics (generational cohorts).
A detailed competitive analysis was completed to understand if any gaps exist in the marketplace and the current state of the market. The information uncovered from the environmental scan and competitive analysis were used to craft the target market. A deep understanding of the target market observing psychographic and behavioural traits to be able outline a detailed promotions strategy, ensuring marketing messages are placed where the target market will see them. In addition to elements of the core strategy being developed, packaging and branding recommendations were given; observing what is on trend, but also what creates a timeless brand.
