Client Context
A leading consumer packaged goods company with a legacy snacking portfolio valued at $36 billion faced mounting pressure to sustain growth in a large, highly competitive U.S. market.
The Business Challenge
Snacking is a $136B market in the US. However, organizational fragmentation and an increasingly competitive environment were preventing our client from capturing growth. The legacy portfolio and approach to the market could only continue to carry the company for so long.
They needed a central strategy and shared language to align the efforts of brand, sales, innovation and insights leaders within the snacking portfolio to achieve growth goals, or momentum was at risk.
Capabilities Applied
- Occasion‑Based Segmentation
- Executive Alignment & Portfolio Strategy
Approach
Drawing on our North Star framework, we worked with the team to connect understanding around “where to play” with “how to win” in the most valuable customer moments. Through a custom quantitative study, we captured 10,000 snacking occasions from 5,000 consumers to validate existing demand spaces and arrive at a more nuanced view of the opportunity through the lens of jobs-to-be-done.
Impact
This work unified the company’s snacking portfolio around a shared strategy. It served as the foundation for snacking vision work, formed the basis for FMI with sales, and was leveraged by teams to size opportunities. Promotional teams used the outcomes to build cohesive retailer stories – all in service of capturing billions of incremental dollars’ worth of sales.
