Health food startup grows 70X with a new proposition

The client was looking for a consumer strategy and proposition to help achieve product-market fit for a new high-fibre product, which had been in the market for a few years but was not getting traction among consumers.

NorthSide developed a brand proposition by uncovering new consumer insights, redesigned the packaging to communicate the proposition, developed a key visual with a tagline, setup and managed e-commerce operations to drive revenue.

Key insight

• Consumers like to try and eat healthy BUT prefer options that are simple to use & understand

Approach

• Targeted a lifestyle disease as the key segment for the product
• Identified product related feedback and improved the product
• Re-vamped packaging in line with health and wellness and natural product codes
• Developed sharp consumer claim on pack, targeting the lifestyle disease segment
• Added graphics & easy-to-understand and use instructions on pack
• Created a consumer facing key visual and a tagline
• Developed & fully executed e-commerce for the brand, PR execution, jump-shifting growth

Results

• 70X revenue growth vs. baseline in 24 months
• 4+ star rating on major e-commerce marketplace
• No.1 selling brand in the category on e-commerce