Role
Head of Commercial Strategy & Innovation
Head of Commercial Strategy & Innovation
Challenge
Position a premium vegan yogurt in a dairy-dominated market, capturing share in the healthy retail segment and generating early repeat purchases.
Position a premium vegan yogurt in a dairy-dominated market, capturing share in the healthy retail segment and generating early repeat purchases.
Strategy
• Research on early adopters and flexitarian consumers.
• Go-to-market in health stores, e-commerce, gourmet marketplaces.
• Targeted digital campaigns and in-store tastings with brand ambassadors.
• Premium packaging design for shelf differentiation.
• Research on early adopters and flexitarian consumers.
• Go-to-market in health stores, e-commerce, gourmet marketplaces.
• Targeted digital campaigns and in-store tastings with brand ambassadors.
• Premium packaging design for shelf differentiation.
Outcome
• +35 % above initial sales target
• +48 % repeat purchase in first-month customers
• 1.8M digital impressions and 3.4 % CTR.
• Distribution in 120 points of sale within 6 months
• +35 % above initial sales target
• +48 % repeat purchase in first-month customers
• 1.8M digital impressions and 3.4 % CTR.
• Distribution in 120 points of sale within 6 months
