Popular flavored milk brand Primo launched a liquid breakfast product in New Zealand in 2008, in an attempt to enter the domain dominated by Sanitarium's Up&Go. Rather than tackling the market leader head-on, Primo chose to grow the entire liquid breakfast category through the attraction and recruitment of new consumers.
Key reasons to purchase this title
- Stimulate ideation and invigorate brands by learning from industry leading examples with supporting consumer, product and market insight data
- Enhance your market positioning and concept development efforts. In doing so, reduce risk for new product launches and increase the chances of success
