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.

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Published: March 2022

Case study: Beyond Meat (2022 update)

Beyond Meat perfectly illustrates the challenges of the meat substitute category, and in this updated case study we explain why. 

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Published: March 2022

Case study: Oatly (2022 update)

In this 2022 update we look at Oatly's financial performance in various regions, its ever so edgy marketing and its Amazon-style business strategy. 

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Published: February 2022

Case study: Fage

The pioneer of Greek-style yoghurt in the US and many other markets, Greek family business Fage has come a long way from its humble beginnings in 1926. Today it has a 15% share of the US Greek yoghurt market and revenues of over $500m. 

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Published: February 2022

Case study: Lifeway

Lifeway created the kefir category in US in the late 1980s. The brand struggled as the kefir market reached its natural ceiling in the late 2010s but a pivot in messaging strategy has turned the company around, resulting in 15% growth in 2021.

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Published: January 2022

Case study: Poppi

This American brand has managed to make a dent in the intensely competitive soda market with its range of prebiotic, apple cider vinegar-infused sodas.  

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Published: January 2022

Case study: Biotiful (2022 update)

The British kefir brand continues to see strong growth and is an excellent example of a brand that has thrived thanks to its ability to keep its finger on the market’s pulse and stay nimble. Revenue reached £27m in 2021, up 40% from 2020. 

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Published: December 2021

Case study: GT Living Foods

GT Living Foods is the 25 year old company that essentially created the $1.3bn kombucha category in the US. It remains the market leader today and had sales of around $300m in 2020.

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Published: December 2021

Case study: Mud Wtr

Shane Heath got tired of the Silicon Valley culture and decided to leave the tech start-up industry to create Mud Wtr - an adaptogen-enriched powdered coffee alternative sold DTC. The brand has seen great success over the past year and is proof that it is possible to build a flourishing F&B business entirely without the help of traditional retailers.

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Published: November 2021

Case study: Yakult

Yakult Honsha, the Japanese-headquartered maker of probiotic dairy drinks, has demonstrated the benefits of a highly-focused strategy and is one of the world's oldest and most successful health brands. There's no company that can afford to ignore the lessons from this extraordinary success story, which you will learn about in this extensive case study. 

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Published: November 2021

Case study: Cheribundi

Cheribundi's tart cherry juice for athletic recovery is available in 50,000 retailers across the US and the brand is proof that good science is nothing, if your product doesn’t simultaneously connect to key market trends and fashionable belief.

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