HELM: growing brands in the UK and overseas
Branding & Innovation +45% growth:
Repositioning Innocent from ‘nothing but nothing but fruit’ to ‘by nature’ and opened up innovation into dairy, vegetables and grains. An initiative which restructured the team and led to innovation into Squeezers, Breakfast thickies, Veg Pots and This Water.
Portfolio strategy +22% growth:
Transforming Nestle’s entire cereal range to whole grain and introduced the iconic green banner campaign. An initiative which involved 22 brands in the UK and was rolled out globally.
Brand renovation +17% growth:
Repositioning Shredded Wheat to Heart Health and introduced Ian Botham as spokesperson. An initiative which made Shredded Wheat the fastest growing cereal brand in the UK and created a large profitable franchise with multiple sub ranges.
P&L management +300% growth:
Creating a cost effective kid’s franchise model and realigned the brand to Mums. By understanding and quantifying the key drivers of brand growth, the dispersed range was brought together under a new streamlined communication strategy.
International roll out +108% growth:
Launching over a dozen brands in Israel and setting up the acquisition by Unilever of two local companies in Ice Cream and Detergent.
Acquisition and integration +10% growth:
Integrating Kraft spreads into the St Ivel business following acquisition. Relaunching the brands within 4 months with innovative new claims, including the first cholesterol claim for the category.