The Solution

Combining category insights with conversational and demographic analysis, we built a product and category segmentation, outlining types of parents and how they engage with the category (with willingness to buy premium as a key lens), and product usage by key category (with a mapping of what would prompt trade up in each category parental groups).


Off the back of this, we provided recommendations for a number of tactical quick wins, whilst outlining the much larger strategic opportunity to be explored.

The Challenge

Little Freddie wanted to understand the premium opportunity in the baby food market, and what drives parents to ‘trade up’.

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The Impact

Little Freddie incorporated our recommendations into ongoing brand and product strategy, ensuring they're targeting the priority audiences with relevant language and products.