THE PROBLEM
How to make a cultural movement work in the freezer aisle?
Client
NOMAD FOODS
Project Type
NPD, INNOVATION, LAUNCH
Location
Europe
THE BRIEF
Nomad foods is the biggest frozen food manufacturer in Europe but it deals in mass market products. Back in 2019, they approached us to help them figure out what their position on plant based food should be. They knew they wanted to be part of it but how?
Birds Eye is synonymous with fish fingers. It is held in high regard by consumers but for good value products. This was about helping the team to understand if the business should invest in this cultural moment, or if it did not have the right to play.
OUR SOLUTION
We’re now Nomad’s strategic partner to help them democratise plant based food for mainstream audiences
Four markets and over 200 people helped us realise that whilst people want to be more healthy and take care of the planet, there’s one thing that matters more, getting your kids to eat their dinner.
It’s a human truth, one we specialise in uncovering. But this has allowed us to galvanise the team. Making food that is tasty that your kids will eat is the DNA of Nomad.
By bringing this heartland of family friendly and wallet friendly products t market, we are helping revolutionise the world of plant based food. From expensive niche, for wealthy people to affordable food for everyone.
THE RESULTS
Green Cuisine launched in 4 European markets in 2021 and is now a £100m NSV brand, and the fastest growing plant based brand in the category
“The depth of consumer understanding is extremely rich and I also very much appreciate the ongoing nature of our relationship. Genuinely a pleasure to partner with.”
Becks Nascimento
European Marketing Director, Nomad
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