CATEGORY MANAGEMENT & REVIEW FOR MANUFACTURERS – CHERRYAID MARKETING
Case study
Food to go category review
Collaborative category support
CATEGORY MANAGEMENT & REVIEW FOR MANUFACTURERS – CHERRYAID MARKETING
Case study
Food to go category review
Collaborative category support
The challenge
A fast growing food manufacturer wanted to strengthen its position in the UK food to go market ahead of key retailer meetings.
They needed a clear picture of what was happening in the category, looking at where the gaps were, and how their products compared, and what would make buyers take notice.
The challenge
A fast growing food manufacturer wanted to strengthen its position in the UK food to go market ahead of key retailer meetings.
They needed a clear picture of what was happening in the category, looking at where the gaps were, and how their products compared, and what would make buyers take notice.
How did I work?
I carried out a full food to go category review across 15 retailers. The project combined:
- Market and shopper insight – using data from Kantar, Lumina Intelligence, The Grocer and industry sources.
- In store visits and photo audits – analysing layout, pricing, product mix and promotional mechanics.
- Consumer behaviour mapping – identifying purchase triggers, mission types and meal deal habits.
The goal was to uncover how each retailer positioned food to go, highlight what ‘best in class’ looked like, and identify commercial opportunities for the client’s range.
How did I work?
I carried out a full food to go category review across 15 retailers. The project combined:
- Market and shopper insight – using data from Kantar, Lumina Intelligence, The Grocer and industry sources.
- In store visits and photo audits – analysing layout, pricing, product mix and promotional mechanics.
- Consumer behaviour mapping – identifying purchase triggers, mission types and meal deal habits.
The goal was to uncover how each retailer positioned food to go, highlight what ‘best in class’ looked like, and identify commercial opportunities for the client’s range.
The insight
Three clear themes emerged across the market:
- Meal deal fatigue – strong execution, weak excitement. Retailers have perfected value mechanics but innovation is limited.
- Health with flavour – M&S leads the way with functional health cues that still feel indulgent. Shoppers want protein and gut-friendly options that taste good.
- Retail meets foodservice – partnerships like Tesco x Yo! and Pret’s theatre-style counters show how retailers are borrowing energy from quick service formats to keep shoppers engaged.
These insights shaped product positioning, packaging direction and retailer specific recommendations for the client’s upcoming meetings.
The insight
Three clear themes emerged across the market:
- Meal deal fatigue – strong execution, weak excitement. Retailers have perfected value mechanics but innovation is limited.
- Health with flavour – M&S leads the way with functional health cues that still feel indulgent. Shoppers want protein and gut-friendly options that taste good.
- Retail meets foodservice – partnerships like Tesco x Yo! and Pret’s theatre-style counters show how retailers are borrowing energy from quick service formats to keep shoppers engaged.
These insights shaped product positioning, packaging direction and retailer specific recommendations for the client’s upcoming meetings.
The outcome
The evidence and recommendations from this review helped the client secure:
- 4 SKUs listed for a four week trial in 1050 stores with a major retailer.
- Potential listing discussions with another
- Follow up meetings booked with additional buyers.
It also laid the foundation for ongoing quarterly reviews to track shifts in pricing, innovation and shopper trends, which keeps the client ready for buyer meetings year round.
The outcome
The evidence and recommendations from this review helped the client secure:
- 4 SKUs listed for a four week trial in 1050 stores with a major retailer.
- Potential listing discussions with another
- Follow up meetings booked with additional buyers.
It also laid the foundation for ongoing quarterly reviews to track shifts in pricing, innovation and shopper trends, which keeps the client ready for buyer meetings year round.
The opportunity
Regular category reviews turn guess work into commercial confidence – giving suppliers the facts, photos and context they need to pitch to retailers.
Service type: Collaborative category support – strategic support bundle
Focus: food to go and retailer readiness
The opportunity
Regular category reviews turn guess work into commercial confidence – giving suppliers the facts, photos and context they need to pitch to retailers.
Service type: Collaborative category support – strategic support bundle
Focus: food to go and retailer readiness
ARE YOU READY TO CREATE MORE OPPORTUNITIES FOR YOUR BUSINESS?
Provide proof to those retailers
Have clear data insights to help drive decisions.
Evidence the gaps your product can fill, and how well your product can perform.
ARE YOU READY TO CREATE MORE OPPORTUNITIES FOR YOUR BUSINESS?
Provide proof to those retailers
Have clear data insights to help drive decisions.
Evidence the gaps your product can fill, and how well your product can perform.