Making an overlooked aisle part of dinner
Shoppers loved the flavors. They just skipped the aisle. A company's specialty-cuisine brands sat in a growing category that was confusing, low-traffic and nowhere near anyone's weeknight dinner list.
Size the real opportunity.
Demand for the flavors was measured across the whole store, not just one aisle.
Find the way into dinner.
The strategy was built around stir fry, a cooking method most households already use, and the cuisines were regrouped under three brands so shoppers could tell them apart.
Let the numbers decide.
Every project got its own P&L, and the weakest were cut or replaced, including a line that had lost 43% of its sales in three years. When a national retailer expanded the aisle, the products, P&Ls and sell-in materials were ready to ship in under a year.
The plan assumed 17% of stores. The retailer said yes to about 25%.
Start a conversation.
One short conversation is usually enough to know if a project makes sense, and what it would take.