Biscuits An adventure in this new category
In 2018, JMD’s Business Discovery team identified a gap in our portfolio: Biscuits. A huge category, with growth in relevant segments, where JMD wasn’t present.
Overview
In 2018, JMD’s Business Discovery team identified a gap in our portfolio: Biscuits. A huge category, with growth in relevant segments, where JMD wasn’t present. With thorough data analysis, JMD identified the right segments to operate, the consumer needs to attend to, and the right brands to partner for this opportunity.
In May 2019 we welcomed Anna’s and Biscoff in our portfolio, starting our adventure in the category.
In January 2020, we started the year welcoming Gran Pavesi, leader in the Italian Healthy Salty segment.
In August 2020, JMD continued its expansion in Biscuits, welcoming the brands from Pladis: McVities, Carr’s and Jacob’s, leaders in the Healthy Sweet and Heathy Salty segments.
Our role
- Very quick white space identification back in 2018
- Stategy definition for revitilisation of established brands in the market
- Upscale instore execution and strategy for all brands
- Continuous focus in increasing size and relevance in the category
