Billion-dollar Brand Creates 8% New Sales Revenue via Category Expansion
Customer research leads to new category development and generates nearly $80m in new revenue in less than 12 months.
This billion-dollar food manufacturer serves some of the biggest names in retail, club, and foodservice. They asked us to help them understand how industry buyers viewed a specific type of cooking solution, but what started as a perception study turned into something much bigger. Over 16 weeks, we surveyed and interviewed more than 1,000 decision-makers across grocery, restaurant, and foodservice channels.
The data uncovered a surprising insight: an entire product category with strong demand and little competition. The manufacturer moved quickly, developing a new product, aligning messaging with buyer motivation, and taking it to market. The result? An 8% boost in revenue and a first-mover advantage in a previously overlooked space.