An indoor farm company was seeking to understand the messaging and types of claims in the leafy green product category. The company was aiming to align product messaging with baseline market standards, and identify what white space opportunities existed for competitive claims.
The company identified eight key competitors for both indoor and outdoor brands. Research was conducted to identify competitor product positioning, nutrition, and claims. Foodwit prepared an analysis of strengths, weaknesses and opportunities within the brand’s portfolio. Identified key insights to assist decision-making on nutrient content, structure function claims, processing and sustainability claims, and product mix considerations.
The company has an understanding of the regulatory and claims landscape in their market as well as key opportunities for their specific brand. Next steps were outlined to provide the company with an action plan to update their product messaging.
Competitive Marketing Assessment
Becki Holmes (Founder / Principal)
Drove C-Suite sponsored initiative to develop a custom compliance program in preparation for initial public offering. Accelerated national program rollout timeline from 6 months to 10 weeks.
Led a global initiative sponsored by the Head of Innovation to assess regulatory externalities affecting brand and product permissibility. Created a custom playbook to move the client from reactive to proactive and measurable actions.