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Dairy Crest

FROM COMMODITY TO CONSUMER BRAND FOR DAIRY CREST

Challenge

Help Dairy Crest reduce dependence on private label cheese sales to UK supermarkets.

Audience

Opportunity to target grocery shoppers with a brand that delivered consistent quality and has emotional appeal.

Approach

Validate market opportunity through consumer research and understand buying behaviours to define positioning for a brand.

Results

Following this product development research, Dairy Crest went on to buy the Cathedral City brand and took it to market. It continues to be a best-selling cheese brand.