A presentation that looks at how Kerry Foods used shopper insight and commercial understanding to revitalise the frozen foods category.
The category had faced difficult trading conditions, pressure from the chilled ready meal sector and there was a clear need to approach it differently. The presentation looked at the customer perception of chilled ready meals and frozen meals along with the barriers to purchase. The new category story focuses on value, the time saving of frozen meals and that there is a lot of choice.
Originally presented by Sam Hindle, Category Manager for Kerry Foods and Danielle Pinnington, Managing Director of Shoppercentric at the POPAI Winter Seminar on 11th December 2013 in London.
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