Working closely with the founder, we developed a retail-pricing framework inspired by major FMCG FTSE companies and created a profitable product listing proposal for this major retailer. This was included as part of a brand pitch to support the application. Utilising insights from both the competition and the adjacent vegan category, we established a pricing strategy and product listing proposal for the retailer, which enabled The Vegan Patty Lady brand to secure its first major retailer listing.

The framework included:

•  Building a competition analysis framework for the founder, covering competitor offerings, core attributes, market positioning, commercial offerings, and retail activations.
• Selection of The Vegan Patty Lady’s SKUs in response to the core shopper’s needs from the major retailer.
• Developing SKU-level pricing strategy and brand profit and loss (P&L), with built-in promotional margins for retail activation.
• Identifying the most profitable trade channels to pursue moving forward to grow The Vegan Patty brand.

This enabled The Vegan Patty brand to successfully secure it’s First Retailer listing, enabling the brand to establish “proven-success” within FMCG Retail.