THIS - Success Case Study

'THIS - Success Case Study' is part of the publisher's Success and Failures case study series, which explores the reasons underpinning success or failure, and key learnings. This isn't Meat is a premium alternative meat producer, with a particular focus on chicken and bacon products.

This report is part of the publisher's Success and Failures case study series, which explores the reasons underpinning success or failure, and key learnings. This isn't Meat brand focused on a small product range with the intention of being the "go-to" meat alternative brand in the chicken and bacon meat sub-segments.. This study looks at the success of this innovation and what key take-outs brands and manufacturers should take from this launch for future product development.

Scope

• Growing consumer interest in environmental sustainability and animal-welfare has driven a number of meat eaters to look for alternatives to traditionally popular meat products such as chicken and bacon.
• This isn't Meat's unusual and bold marketing has driven them to the front of consumers' minds when looking for alternatives to meat.

Reasons to Buy

• Use the publisher's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success.