Leading manufacturer, marketer and distributor of branded food products in North America; Mid-cap public company, NYSE, $3B revenue
Grow market share in the health and wellness space, while maintaining their existing portfolio of legacy brands. Successfully integrate multiple acquisitions
Assemble an advisory board of leading food and beverage experts to share practical, how-to advice around gaining traction in the health and wellness space
GXG helped a leading packaged foods company build segment specific strategies across their portfolio, with a specific focus on positioning a subset of their brands in the health and wellness space. Through conversations with the board, the client was able to pressure test a new marketing strategy for a key revenue-driving segment, identify relevant partners and influencers to enhance the company's brands and identify possible acquisition targets aligned to the new strategy.
After aligning on the objectives for the board, GXG built detailed profiles for the external board members. Categories of expertise included: nutrition innovation, public opinion influencer, nutritionist/medical, marketing strategy and food supply chain/chef. The board members selected were leaders in their respective field, passionate about food and wellness, and willing to provide open and honest feedback to the client.
GXG intentionally programmed each of the three board meetings to drive insights in specific sub-areas related to the client’s position in the health and wellness space.
The first meeting laid the foundation for the board’s work – establishing the need for the client to have a defined health and wellness strategy and segment their portfolio of brands accordingly. Additionally, the board focused on the client’s top category, where they enjoy a third of the market share, and shared detailed feedback around how to maintain their market position.
When the board convened for the second meeting, they had put the recommendations into action. The client shared a refreshed marketing plan and website relaunch for their leading category. This meeting also drilled down to key partners and influencers needed to spread the health and wellness message.
For the final meeting, the board divided the broad health and wellness trend into three key areas the client needed to tackle: GMO, plant-based, and transparency. The client left with specific next steps in each of these categories, highlighting what they should do and how they should communicate progress.