Background

Our client has a portfolio of premium savoury convenience products which they sell in mainland Europe. These are popular with European food operators and our client thought there could be an opportunity to sell these products to the UK market.

The main drivers of purchase of convenience products are operator challenges such as difficulty recruiting and retaining trained staff.

The aims of this project were to identify areas of operator need, gauge reception to the product and understand optimal channels and messaging to support the go-to-market strategy.

Approach

We conducted a range of internal interviews to understand the product, the hypotheses around needs they would address and European messaging, the likely go-to-market approach and the target operators.

We set up trials for chefs at target premium operators to use the products and provide feedback on the products, how they would use them in dishes and views on marketing and price point.

Our methodology allowed us to develop insights into product use cases, optimal sales channels and effective messaging strategies.

Outcome

We provided our client with actionable insights and strategic recommendations for approaching the UK premium operator market with convenience products. This included identifying the most attractive target segments and highlighting messaging which is likely to resonate in these segments.

This will allow our client to optimise their market approach, accelerate product adoption, and drive growth.