Consumer Goods

Success: Mattessons Fridge Raiders

  • CAN376334
  • 16 Pages
  • July 2014
  • Consumer Goods
Summary
Brand guardians can significantly benefit from developing an in-depth understanding of the reasons for the success or failure of new product launches or marketing campaigns. This study explores how Fridge Raiders built success through a niche focus on teenagers (and their parents) and afternoon/after-school snack occasions, fueled to a significant degree by "sticky" advertising and lifestyle cues.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Mattessons Fridge Raiders considered an interesting case of success?

- What consumer insight underpins the ongoing success of Mattessons Fridge Raiders?

- Which consumer trends has Mattessons Fridge Raiders capitalized on?

- What can I learn from Mattessons Fridge Raiders' successful approach to establishing a profitable niche within a very congested snacking sector?

Key Highlights
Mattessons Fridge Raiders were launched in 2005 as a chilled pre-cooked chicken snack alternative to other typical snack products. The product has grown from a standing start to a key force behind the doubling in value of the meat snacks category.

Within the packed lunch context, Fridge Raiders provides a positive alternative to the unhealthy products that have drawn ire from critical observers. In the after-school context, the product looks original, healthy, and an "easy sell" for parents to their children on taste and variety grounds.
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