Case Study: Lance strengthens brand hierarchy and drives growth with BOLTGROUP

Lance launches Thunder and wins additional shelf space with BOLTGROUP

BOLTGROUP partnered with Lance, a snack food company, to address a significant brand hierarchy challenge. After years of building strong consumer recognition for individual snack names like ToastChee, the Lance master brand itself had become lost and confusing to shoppers, which was a problem as the company expanded its grocery presence.

The solution from BOLTGROUP involved comprehensive consumer research and a strategic repositioning that moved Lance into a maker’s mark role while revitalizing the packaging for all its snacks. The vendor also created and launched a new successful product line called Thunder Chips. The results were a resoundingly successful brand relaunch that improved shelf impact, drove growth, and positioned Lance for successful mergers and acquisitions, ultimately leading to its acquisition by Campbell’s.

LANCE