Project Description
BRAND BUILDING IN CONFECTIONERY
- Active involvement in major brand building initiatives of ZERO 0% sugar and subsequent development of total candy category (premiumization)
- Identification of market gaps and development of differentiated product range capitalizing on key consumer motivations and package innovation
- Recent product range extension focusing on permissible indulgence, helped consumers reconnect with candy category. This resulted in market share gains of ZERO 0% sugar, further reinforcing the brand’s leading position