Refreshing the Lazy Day Foods brand proposition to create stronger stand-out on shelf
Lazy Day Foods is an established brand supplying a range of Free From Sweet Treats to UK supermarkets and smaller independent stores
The team felt it was time to refresh the brand to create greater stand-out on shelf in the Free From aisle in supermarkets, and attract new shoppers to the brand
Objective
Before working with their creative agency, the Lazy Day team worked with TRKR to re-evaluate their proposition, including their Value Proposition
Opportunity - know your category: an innovation workshop with TRKR helped the team identify key assumptions they had about the wider category, to be challenged/validated
TRKR surveyed 1,000 Free From category shoppers across the UK to:
Give the team an in-depth understanding of consumer behaviour, attitudes and perception within the category
Gather specific feedback on the Lazy Day proposition, including brand perception
Help the team to identify their prime target market segment
Approach
Following work with their creative agency, Lazy Day launched their new brand in 2022, using the insight gathered by TRKR as part of their retailer discussions to provide the evidence behind their decision
Sales are performing strongly across the range, so there have been no regrets since the change!
