“The results really do speak for themselves!”
Joanne Doran – Natural Development Manager
Be Natural – Mini Bites
Since being launched in 2016 Be Natural Whole Grain Mini Bites has had the highest repeat rate of Adult Cereals NPD.
Be Natural came to Jam&Co looking revitalise the product packaging to attract more trialists. The brand had to engender new sales without having any incremental A&P (advertising & promotional spend) support.
The objective of the refreshed pack was to drive trial with target family audience and leveraging a proven food format.
Jam&Co were asked to refresh Be Natural Mini Bites into a wholesome cereal for the whole family. Ensuring the consumer could navigate the pack on shelf was key to success. The pack carried over the existing colours whilst adding a consistent natural colour to the 2 SKU range.
The simplification and updated hierarchy allowed the consumer to easily understand what the product was and it’s benefits. Clean and simple photography created appetite appeal and modernity. All of the above changes resulted in the brand evolving into an amazing on shelf sales and market penetration success for the Be Natural team.
- Continued base sales growth since new packaging hit shelves in Sept ’17
- Stopped lapping launch in Oct ‘17 and growing YTD +85.1% (04/03/18)
- Delivered the strongest ever promotional activity in the latest 2 QTRs
From 0.7% PENETRATION GROWTH in 7 months