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Eat Natural case study: establishing a brand in the breakfast cereal and cereal bar markets

Published by: Datamonitor

Published: Dec. 5, 2008 - 8 Pages


Table of Contents


DATAMONITOR VIEW
CATALYST
SUMMARY
ANALYSIS
The European cereal bar market has grown strongly, encouraging an array of new product launches
Eat Natural has benefited from the rising cereal bar category, claiming differentiation has aided growth
Eat Natural spotted a gap in the market for healthy alternatives to candy
The company markets its cereal bars as healthy, indulgent treats that come in unusual flavors
Eat Natural's growth has been aided by distribution deals with large grocery players
The company first found success in a Netherlands-based health food chain
The company aimed to boost its appeal by advertising for consumer-generated content to use in its first ad campaign
Children are a key target for the company, which offers a line designed for school lunchboxes
The company seeks children's feedback through the Kidsboard
The range capitalizes on parental concerns over their children's health
Eat Natural has recently entered the breakfast market, a mature and competitive area that it aims to succeed in via differentiation
The breakfast cereal launch faces stagnant growth of the category, amplified by high-sugar reputation of cereal and propensity for people to skip breakfast
Eat Natural aims to stand out with an indulgent but healthy offering in unusual flavors, at a mid-market price
APPENDIX
APPENDIX
Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer
List of Tables
Table 1: Eat Natural cereal bars are available in 11 varieties
List of Figures
Figure 1: A selection of new cereal bars that have recently hit the European market (left), which compete against Eat Natural offerings (right)
Figure 2: Cereal bar launches have increased strongly in Europe over the last five years
Figure 3: Eat Natural's first ad campaign featured a plain poster that launched a competition for the public to design its next poster
Figure 4: The company's Kidsboard seeks children's feedback on new product development
Figure 5: Eat Natural introduced a breakfast range in 2008

Abstract

Introduction

This report on Eat Natural forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the UK cereal bar producer has grown strongly over the past decade due to the success of its healthy, indulgent offerings.

Reasons to Purchase
  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvements
  • Capitalize on the knowledge of experienced companies when entering a new niche or market


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