Case Studies

Our case studies focus on brands and products that provide lessons from real challenges and opportunities which you can use to inform business strategy. They are packed with detail including brand portfolio, pricing, and communications and marketing strategy, merchandising and distribution, and come with a check list of key lessons learned.

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Published: October 2017

Case Study: Meta Matcha

Founded in 2015, Meta Matcha is a New York based brand with the ambition of offering a viable alternative to coffee in their rannge of matcha based RTD drinks and powders

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Published: November 2022

Case study: Minute Maid Zero Sugar

This Coca-Cola owned brand has come a long way since its foundation in 1945. The Minute Maid Zero Sugar line became one of the most popular new launches in 2021, with sales exceeding $70m. 

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Published: May 2024

Case study: Miyoko's Creamery

The struggles of Miyoko’s Creamery illustrates the challenges that face most brands going into the plant-based cheese space, where niche success is the most any company can hope for until the category’s many problems can be addressed.

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Published: March 2024

Case study: Moju

The UK's fastest growing soft drink brand in 2023, health shot brand Moju is a refreshing example of a young brand that has achieved a majority market share and significant sales growth without being premium priced. 

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Published: March 2021

Case study: Moma (2021 update)

Since we last wrote about this British breakfast brand its sales have grown by 22% and it has forayed beyond breakfast products to enter the oat milk space. 

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Published: October 2023

Case study: Morinaga Lactoferrin yoghurt

Morinaga’s lactoferrin yoghurt is one of the few functional yoghurts to succeed in Japan without FFC (Foods with Function Claims). Driven by research and consumer education the product has managed to establish itself in the market, but will need to increase its differentiation to survive in the coming years.

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Published: March 2020

Case study: Mossgiel Farm

Can a business be based on sustainability? Scottish dairy company Mossgiel Farm suggests that the answer to that question is ‘yes’. Bryce Cunningham has built Mossgiel Farm’s brand identity on sustainability and provenance and saw sales grow by over 100% in 2019. 

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Published: December 2021

Case study: Mud Wtr

Shane Heath got tired of the Silicon Valley culture and decided to leave the tech start-up industry to create Mud Wtr - an adaptogen-enriched powdered coffee alternative sold DTC. The brand has seen great success over the past year and is proof that it is possible to build a flourishing F&B business entirely without the help of traditional retailers.

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Published: October 2018

Case Study: MyMuesli

MyMuesli is a company whose success is fuelled by the personalisation trend, offering consumers to blend their own muesli from 83 different ingredients. With sales approaching $60m and successful cooperations with major companies like Emmi, the future for MyMuesli is looking bright. 

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Published: January 2020

Case study: Nairn's

Founded in 1896, Nairn’s has grown to become one of the UK’s biggest free-from brands. The Scottish oatcake company specialises in gluten-free and connects to an impressive nine of our identified key trends and mega trends for 2020.

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