Innovating Toward Alternative Proteins

A growing pet food brand saw an opportunity to distinguish itself among the pet food category by spotting for alternative proteins in dog food and snacks. But before they got started, our client first needed insight into the competitive landscape across Europe so they can enter the space with confidence and “paw-zzaz”.

We conducted a category landscape audit to dive deep into the alternative protein dog food and snack category in various markets across Europe to understand new entrants and uncover their go-to-market strategies. We also explored brand positioning, taking note of each brand’s strengths and weaknesses. Using the audit as a launch pad, we spoke with experts in the category to discover relevant white space opportunities that were later tested in evaluation sessions.

We delivered a strategic framework illuminating our client’s market penetration based on current positioning among in-market competition. The framework included a detailed map of the category landscape, including but not limited to: brand positioning, claims and benefits, and distribution channels; as well as an attitudinal opportunity matrix delving into the most suitable hook for their brand to enter into the alternative protein space for dog snacks.

Presented by The Sound