DISRUPT THE FROZEN MEALS CATEGORY

Challenge

In the frozen meals category, a leading food brand aimed to rewrite the rules and lead category growth. Despite the category’s growth in the ANZ region, the brand struggled with its product portfolio and consumer perception, as frozen meals were often seen as a last resort rather than a passionate choice.

Outcome

FFL saw the need to reframe the frozen meals category landscape and identified opportunity areas for the brand to play in.

Extending the journey of rediscovery, FFL engaged creative consumers which gave birth to 105 ideas, that tapped on clear consumer insights and featured novel product benefits.

The approach enabled the brand to subsequently target a market that was 10X the current category that they play in and led to the development of 13 innovation concepts. FFL’s strategy not only revitalized the brand’s portfolio but also positioned it as a leader in driving growth within the frozen meals category.