Case Study: Drake’s achieves retail growth with Concentric’s Parla Pasta brand launch

Drake’s expands from 400 grocery doors with Concentric

The customer, Drake's, a maker of high-end stuffed pasta, faced the challenge of expanding from its food service business into the more lucrative retail market. Their product had limited distribution in only 400 regional grocery stores and was hindered by dated, lackluster packaging. They partnered with the vendor Concentric to find a path to growth using their Shift Model.

Concentric created and launched the new brand Parla, capitalizing on consumer trends for authenticity and quality. The solution included fresh packaging, a website, marketing, and in-store POS materials that delivered a distinct, authentic Italian brand identity to meet consumer skepticism. This strategy successfully shifted Drake's business model into higher-margin branded CPG.

Drake’s