Food & Beverages

Success: Saffron Road

  • CAN376264
  • 10 Pages
  • March 2013
  • Food & Beverages
Summary
Brands can significantly benefit from developing an in-depth understanding of the reasons for the success and failure of new product launches or marketing campaigns. This case study outlines how Saffron Road identified and addressed the needs of an underserved niche but growing consumer group (Muslims in the US), resulting in the launch of a successful halal-certified natural frozen food range.


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 Saffron Road considered an interesting case of success?

- What consumer insight underpins this success?

- Which consumer trends has this product innovation capitalized on?

- What can I learn from the success of Saffron Road?

Key Highlights
The Muslim population is rapidly growing at an estimated rate of 1.8% per year, presenting opportunities for food manufacturers in the development of certified halal products to meet growing demand, particularly in the Western world.

Saffron Road capitalized on the growing, yet underserved Muslim community, claiming to be the world's first all-natural, ethically produced, halal-certified frozen convenience food range.
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