Case / Innovation / Retail / Category / Distribution / Activation
Innovation that is not only new, but can also be sold and distributed.
In fresh produce, the supply chain helps determine what a good marketing idea is. Shelf life, distribution, retail and usage occasions had to be part of the innovation from the start.
InnovationRetailCategoryDistributionActivation
01 · Innovation
From banana to more usage occasions.
BrandQs contributed to growth paths such as smoothies, fresh-cut fruit and Single Finger Bananas. The value was not in ‘more SKUs’, but in opening relevant usage situations and distribution contexts.
02 · Reality
An attractive concept that does not survive the chain is not yet innovation.
That is why commercial feasibility, logistics, retail presentation and brand fit were brought together early. The case is a strong example of innovation as a system question rather than brainstorming output.
BrandQs thinking
Innovation gets stronger when marketing, category, operations and distribution are already at the same table before launch.