Case Study: Tilray Brands evolves Manitoba Harvest into a high-growth superfood brand with Ideally

Tilray Brands evolves a 28-year-old brand with Ideally overnight

Tilray Brands faced the challenge of evolving its 28-year-old Manitoba Harvest hemp-food brand to capture growth in the plant-based protein and functional superfoods categories without alienating its loyal consumer base. They used the vendor Ideally to help them find a data-driven approach to this high-stakes repositioning.

Using Ideally, Tilray ran a connected series of overnight consumer tests to pressure-test propositions, validate claims, compare concepts, and confirm the new name. This solution allowed them to reposition the brand with confidence, backed by real consumer evidence, and confirm geographic fit for launch. The results included a successful repositioning into a high-growth category without losing their core consumer base and catching potential confusion risks early.

Tilray Brands