DeeBee's Organics

SERVICE: Insight-Led Growth Strategy

DEEBEE’S ORGANICS products

CHALLENGE

How can a wholesome kid’s snack brand expand its retail footprint through innovation that also contributes to profitability goals?

BACKGROUND

DeeBee's Organics had big growth ambitions in the U.S. market, and the team believed innovation was the key to that growth. However, the innovation strategy and pipeline needed more focus to sync with the brand’s consumer opportunity, growth strategy, and profitability goals.

APPROACH

  • Audited the innovation pipeline and pruned ideas that did not fit the brand's growth strategy (which Smoketown helped create)

  • Led ideation to expand innovation ideas within the new strategy

  • Conducted digital ethnographies with families across the U.S. to understand category behaviors in frozen snacks and to solicit input on innovation concepts

  • Led commercialization of the strongest innovation idea to launch them at Expo West 2023

DELIVERABLES

  • Detailed report outlining consumption habits, product and brand preferences, category needs, "jobs-to-be-done,", and a product concept evaluation analysis

  • Positioning, packaging, and go-to-market plan for new Italian ice innovation

RESULTS

  • Debuted the Italian ice product line at Expo West 2023 to rave reviews

  • Deebee’s loved their Smoketown consultant so much that they brought her in-house to join the marketing team permanently