Tesco partner Goldenfry Foods
Connecting a global retail powerhouse with a new partner to break new category ground
In a deeply segmented market which lacked category direction Tesco asked Goldenfry Foods to help them devise a strategy to completely renew the stuffing category
What we did
We devised a process that incorporated shopper and consumer insight and enabled Tesco and Goldenfry to work collaboratively to create a new vision and four key innovations for the category.
The work doubled the category revenue and repositioned Goldenfry as a category leader in the eyes of Tesco.
Taking this approach was like a road to Damascus moment. We realized we had been approaching the category in a way which was not in line with our customers’ needs.
Category Technical Director