Bringing the finest desserts from Finland to UK consumers
Objective
Oddlygood produce a range of plant-based products, including oat drinks, plant-based cheese alternatives, cream/crème fraiche alternatives and yogurt alternatives
Currently trading in Europe and Ireland, the team at Oddlygood wanted to target the UK Grocery Retail market with an existing range of Desserts
To do this, they needed to demonstrate to retail buyers their understanding of the UK Chilled Dessert category, and why their products are worthy of listings
The team ulitised TRKR’s Insight-driven Innovation (IDI) process to identify their biggest commercial opportunity, and validate their Value Proposition, i.e. why would UK shoppers buy Oddlygood products?
TRKR carried out an in-depth survey of 1,000 Chilled Dessert shoppers across the UK, exploring their behaviour in the category as well getting direct feedback on the Oddlygood range
With the resulting TRKR report, the Oddlygood team were able to understand:
Key motivations for buying Chilled Desserts in the UK
Who buys Chilled Desserts and how this differs by brand and Own Label
Barriers to buying Chilled Desserts
Preferences - formats, sizes and flavours
Why shoppers will buy a Chilled Dessert brand for the first time
Initial feedback on the Oddlygood proposition
Preferences towards certain proposition features, flavours and formats
Feedback on the proposed price point
Willingness to buy the Oddlygood range
Approach
Outcome
TRKR speak to UK retail buyers regularily, and they tell us that they expect suppliers to bring the WHY (shopper insight) combined with the WHAT (market data where possible) when pitching for category space
The insights gathered by TRKR provided the Oddlygood team with an evidence-based sell-in story to get their products listed in UK supermarkets
So far the products have been listed in Morrisons, with the range being rolled out across a further 200+ stores of another major UK multiple.
The insight gathered also provides the team with direction to drive their UK marketing plan and potential new product development.
“TRKR helped us to validate our assumptions about UK Chilled Dessert shoppers, and gather evidence that we can now use with retail buyers to win space within the category. Without this we would have been going in blind, and retail buyers can’t take a punt on you based on gut-feel feel alone.”
Glenn McCracken, Development Manager, UK & Ireland, Oddlygood Global Ltd