Brand Extension Consulting

A food company co-op was looking to employ a brand extension strategy 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.

Brand Extension Strategy Challenge

  • 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 extension strategy and 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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