Bruce Farms, a fourth-generation farming business, is a well-respected produce supplier to big-name brands, but this was to be the first brand they had developed themselves. The brief they gave us was simple: ‘Develop a food brand that uses freeze-dried peas and has the potential to secure retail listings in domestic and international markets.’
The importance of a better diet remains high on the agenda. A good source of plant-based protein, low in calories and gluten-free, this was a pea-based product that would certainly resonate with consumers. What’s more, with a family farming backstory and provenance to boot, there was plenty to get your teeth into.
Unlike conventional brand development, this project began not with the strategy, name or the packaging, but the product itself. Through a blend of market analysis, focus groups and consumer tasting panels, LUX steered the new product development of a range of commercially viable, better-for-you pea snacks with all the convenience and tastiness of crips. Next came the positioning strategy – underpinned by three pillars of ‘the farm’, ‘resourcefulness’ and ‘consideration’ – before the naming of the brand itself – Podberry. Clean, contemporary packaging design creates strong on-shelf stand-out, with prominent purchase triggers, while creation of branded sales tools helped take Podberry to market.
Within six months, Podberry secured a nationwide listing with Morrisons and has since gone on to line the shelves of Lidl and Co-op. Partnerships with nationwide distributors have given the brand access to thousands of independent UK retailers. Internationally, Podberry is exporting across the Middle East via multiple grocery retail.
national supermarket listings within 18 months with Morrisons, Lidl & Co-op
CHAIRMAN'S AWARD FOR 'BEST SME BRAND' AT THE 2020 MARKETING STAR AWARDS
OF 'BEST NEW SNACKING PRODUCT' AT THE 2019 LUX LIFE AWARDS
INTERNATIONAL EXPORT LISTING WITHIN 12 MONTHS
“LUX has been instrumental in the successful development and creation of Podberry. A talented team of strategists and creatives, their insights-driven approach steered the creation of this food brand from new product development to devising the brand itself.”Gemma Rae, Commercial Manager