Case Study: Tasman Bay Food Group achieves growth in declining category with Dow GOODFOLK brand reinvention

Tasman Bay Food Group grows in a category down 4% with Dow GOODFOLK

The customer, Tasman Bay Food Group, faced a challenge with its Juicies brand, which was popular with school children but failed to retain customers as they grew older. The vendor, Dow GOODFOLK, was engaged to help reposition the brand and its packaging to highlight its simple, natural ingredients and appeal to a broader audience.

Dow GOODFOLK implemented a complete brand reinvention and new packaging design inspired by the concept of "wabi-sabi," embracing the product's natural imperfections as a mark of its quality. This solution led to significant results: Juicies achieved growth in a category that had declined by 4%, saw increased sales in school foodservice channels in New Zealand and Australia, and successfully developed distribution in new export markets due to the compelling new packaging.

Tasman Bay Food Group