Case Study: Yeo Valley Organic boosts consumer-led beef launch decisions with Vypr

Yeo Valley Organic - Customer Case Study

Yeo Valley Organic, a British family-owned food brand, faced the challenge of expanding beyond its core dairy products into the competitive beef category. They needed to understand consumer perception of this brand stretch, identify which values and claims resonated most, justify a premium price point, and gain robust data to support their pitch to the major retailer Tesco. To address this, they turned to the vendor Vypr for consumer insight testing.

Using Vypr’s platform, Yeo Valley was able to rapidly and cost-effectively test front-of-pack messaging, price positioning, and category stretch. The solution provided by Vypr delivered critical insights, enabling the company to pivot its messaging from "grass-fed" to "free range" based on consumer feedback. Vypr's data gave Yeo Valley the confidence to justify its pricing to Tesco and successfully launch the new range, ultimately embedding a more agile, consumer-led approach into their innovation process.

Yeo Valley Organic

Jonathan McIver

Senior Brand Manager