Brand Extension Consulting

A food company co-op was looking to increase brand relevance with its grocery trade members and end consumers. (Grocery retail was managed separately from its foodservice business).

Extending the consumer brand required obtaining where-to-play and how-to-win insight into existing brand equities, unmet consumer needs, and brand stretch potential.

Opportunites were prioritized based on category analysis and quantitative brand research, along with a sequencing strategy and plan.


  • Regional co-op of fruit growers offering branded fruit-based products (juices, sauces, etc.) through grocery, mass and club

  • Strong brand heritage, though limited regional distribution vs. national competitors

  • While core benefits (i.e., nutrition) on trend, products losing traction with younger households

  • Shifting business model (i.e., food service growing at expense of consumer channel)


  • Brand equity assessment to identify key equity traits/bridges for future brand extensions

  • Opportunity identification (where-to-play) for brand extensions, via new product development, licensing and/or acquisition in current and new channels

  • Quantitative validation of brand strategy, plan and executional details
  • New product roadmap from incremental to transformational growth opportunities


  • Brand image clearly identified and articulated (i.e., qualitatively and quantitatively)

  • Well-documented strategy for capitalizing on high-potential concept areas

  • Several high-viability brand equity extension opportunities identified, prioritized and launched

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