Case Study: Betty Crocker brings the love back to its brand with Vault49

Betty Crocker wins more shelf space with Vault49 after outstanding BASES scores

The customer Betty Crocker faced a challenge of declining emotional relevance and a confusing product portfolio that made it harder to shop, leading major retailers to threaten a reduction in shelf space. To address this, they engaged the vendor Vault49, which utilized its Street Level Insights® process.

Vault49 reorganized the portfolio around how people bake for others, creating a clearer system while preserving key heritage assets. This solution, anchored by the "Bake Someone Happy" idea, restored warmth to the brand. The impact was outstanding BASES scores that renewed retailer confidence, resulting in big-box stores recommitting to the brand and allocating even more shelf space.

Betty Crocker