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Product research for Waitrose
Natures Way Foods approached VGroup to help them launch a new brand of bagged salad into Waitrose stores nationwide.
They had developed an innovative new process that made salad leaves last up to 2 days longer than standard bagged salads using a natural, traditional blanching method which needed to be quickly and easily communicated to consumers.
We undertook extensive research within the category and competitive set from major supermarket chains. Analysed the product propositions, brand promises, names, descriptive language, pack designs and then utilised our NameTag™ process to develop the brand name 'Lasting Leaf'. Next followed concepts for the design, packaging, website and promotional marketing material.
Following a successful launch in July 2010, the results have been great, with new Lasting Leaf brand firmly established in most Waitrose stores nationwide, and showing strong sales figures.
