Case Studies

Our case studies focus on brands and products that provide lessons from real challenges and opportunities which you can use to inform business strategy. They are packed with detail including brand portfolio, pricing, and communications and marketing strategy, merchandising and distribution, and come with a check list of key lessons learned.

Published: August 2018

Case Study: RX Bar

After just four years in business, RX Bar became the No. 3 nutrition-bar brand in the US natural grocery channel. The now Kellogg's-owned brand started out in one of the founders' basement, and brings in $10m+ in annual sales. 

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Published: August 2018

Case Study: True Fruits

As a pioneer in the German RTD smoothie market, True Fruits have managed to maintain their competitive advantage and grow sales by over 100,000% since the launch in 2006. The range has been extended to include also smoothie bowls, targeting Millennials in Germany, Austria and Switzerland. 

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Published: August 2018

Case Study: Drinkfinity

Launched in Brazil in late 2014, Drinkfinity is the result of an effort by PepsiCo to foster innovation among its employees. The brand has since kept its start-up like mentality and structure, with only 4 core team members.

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Published: July 2018

Case Study: Moma

Founded in 2005 by management consultant Tom Mercer, MOMA started as a healthy takeaway breakfast business. In 2011 the company moved away slightly from the direct-to-consumer business and started selling to airlines, stores and offices. Within the next year they became a wholesale only business.

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Published: July 2018

Case Study: Pip & Nut

Pippa Murray, an active runner looking for a tasty and nutritious snack to have before, during and after exercise, created Pip & Nut, a brand of nut butters, in 2015. She soon realised that this was of limited use to someone who needed a snack on-the-go, and the brand launched individual 30g sachets of nut butters two years later.

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Published: July 2018

Case Study: Huel

Now updated with new market data: Huel is a UK based brand which offers a complete nutrition meal alternative - the brand name is a shortened form of "human fuel"

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Published: June 2018

Case Study: Yooli

Created by Yuliya Flynn, a former attorney who wanted to introduce Americans to a favourite food from her childhood in Kazakhstan, Yooli farmer’s cheeses are 99% lactose free, high protein cross between cottage cheese and ricotta.

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Published: June 2018

Case Study: Halo Top

Los Angeles lawyer Justin Woolverton was looking for an ice cream-like snack with a good nutritional profile. He started experimenting with an ice cream maker and by 2012 he had a product that was ready to launch. It started under the name Eden Creamery, and was changed to Halo Top in 2013, as a way to give the brand “angelic” characteristics.

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Published: November 2017

Case Study: KIND

First launched back in 2004 by Daniel Lubetzsky, KIND describe themselves as a 'not-only-for-profit’ company, aiming to "connect people and build more empathetic communities through social and philanthropic initiatives". Their proposition is to be "Kind to your body, your taste buds and the world."

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Published: November 2017

Case Study: Temple Turmeric

The pioneer of turmeric beverages in the US, Temple Turmeric, previously Tumeric Alive, was founded in 2008, after its founder Daniel Sullivan discovered “the life-changing and healing power of raw, organic turmeric” on a trip to Hawaii.

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