Introduction of a brand new category of chilled ready meals for toddlers with Little Dish
Objectives
Creating a totally new chilled ready-meal category for toddlers. The products needed to be healthy, nutritious and tasty while offering parents the convenience required in their busy lives. GSB was appointed to evaluate the market and business opportunity as well as approach the identified potential partners.
Response
A thorough market study was carried out to analyse the category, establish the most suited product range and prepare the retail approach. A small consumer panel was organized to test the concept, identify the best recipes and define the recommended RSP. A marketing plan was drafted to show how the brand would generate noise around this innovation and clearly inform about the product USPs. This information was compiled in a robust presentation to convince the trade to create this new category.
Results
The Little Dish product range was launched in Delhaize Belgium in June ’24 bringing a much awaited innovation for young parents who wanted to give their children a healthy and nutritious meal whenever needed. While still in its development phase, the distribution is increasing with stores receiving support from a sales force team to optimize presentation. Belgium parents are responding positively to the launch and confirming their satisfaction via the brand’s social media channels.