Stage 3: Refining
The Bord Bia Consumer Insight & Innovation
team have partnered with Dee’s Wholefoods to
develop and launch a range of new innovative
products under the brand.
BRANDING WORKBOOK
Dee’s Wholefoods
Growing the success of Irish food & horticulture
Stage 4: Viability
Stage 5: Monitoring
BRANDING WORKBOOK
Dee’s Wholefoods
PROJECT BACKGROUND
Dee’s Wholefoods produces 100% organic
and vegan free from burgers and came into
national notoriety after a successful appearance
on Dragon’s Den. Dee’s vegi burger range had
since gained national listings. The next step for
Dee as brand owner was to explore the extent to
which the “Dee’s” brand could stretch into other
categories. She specifically wanted to explore the
potential for a range of vegetable meal pots and
their functionality.
BUSINESS CHALLENGE
CONSUMER ISSUE
The challenge was to explore the meal
pot concept and how consumer would
react or engage with the new product.
To identify the scope of the opportunity
and potential of a range extension, it
was also necessary to understand how
the brand might stretch, if at all.
We needed to understand consumer
reactions and attitudes to a new concept
and a product that was quite different to
the flagship range of Vegi Burgers. It was
also necessary to understand consumer
perceptions of the brand to explore how
new concepts might fit in to the current
range. This would deliver the insights to
then refine the concept and test its viability.
Stage 3:
Refining
Stage 4:
Viability
Stage 5:
Monitoring
THE PROCESS
The Consumer Insight & Innovation team’s role was to make sure
there was a robust product concept and that it would be accepted by
consumers. We worked through the Refining and Viability stages of the
Branding Workbook. The Monitoring stage via The Brand Health Check
was used at a later date to check that the brand was on track.
HOW DID WE HELP?
We used qualitative consumer research
for the Refining stage, to understand
consumer needs and engagement
with meal components. In particular
how the new meal pots would fit into
consumers’ lives and how they would
be used.
The research also covered Stage 4:
Viability, in which we looked to validate
the opportunity for the new products.
Having understood the consumer
reactions, attitudes and usage
occasions we probed further to gather
insights around propensity to purchase
and reactions to pricing strategies.
Communications that would encourage
consumers to pick up the product
in-store were also discussed.
Once the range had been extended,
the Bord Bia Brand Health Check was
utilised for the Monitoring stage. The
Brand Health Check is a sense check
of where your brand stands in relation
to the market and how aware and
enthusiastic consumers are towards it.
It was used to check that Dee’s brand
was on track.
WHAT WERE THE
INSIGHTS?
WHAT WAS THE IMPACT
ON BUSINESS?
Dee’s brand is typically associated with
at-home consumption while the new
meal pots would be seen more for
out-of-home occasions. Consumers
need a good reason to choose Dee’s
outside the home. The meal pot
packaging provided consumers with a
solution for out of home and on the
go consumption. There was a viable
opportunity for the new products.
Dee launched a range of meal pots in
three various flavors which significantly
expanded her range. These achieved
listings with all main retailers allowing
her business to develop. Such was
the growth that Dee later launched a
new range of three meal pots using
Quinoa as the star ingredient.
3
Dee launched a range of meal
pots in three various flavors which
significantly expanded her range.
Bord Bia’s Branding Workbook
These new products were developed using best practice techniques detailed in Bord Bia’s
Branding Workbook.
For more information contact:
E-mail: info@bordbia.ie
Telephone: (01) 6885155
Growing the success of Irish food & horticulture