Leading the introduction of a coffee brand to the UK retail sector
Making it happen! 7 segments, 30 NPDs, 50% of growth & enabling global rollouts
From Idea To Market
The brief
An SME was appointed to manage the introduction of the Uk No1 ‘Out of Home’ coffee brand into the UK retail and ‘At home’ sector. NAD Innovation was asked to lead the project.
The client with a strong sales pedigree lacked holistic FMCG skills to successfully drive and manage all steps required from ideation to launch and without its owned manufacturing, the client was exclusively relying on external partnerships.
The client was diversifying its business and accessing new growth opportunities to support their strategy of bringing ‘out of home’ brands to the retail and home sector.
The key challenge was a complex partnership network and decision-making process whilst leading fast pace innovation.
How we helped
NAD Innovation’s broad experience and know-how were employed beyond the initial brief and were instrumental in:
- Establishing and realising product and packaging strategy, SVC and market advantage
- Identifying, screening, and managing manufacturers/suppliers
- Negotiations and influencing the cost and contractual aspects
- Product and packaging development and design, specifications, and regulatory
- Designing consumer testing with a clear business go/no-go decision matrix
Implemented Project and Management Governance, Tools and Techniques including:
- Multi workstream Project Management approach
- Deliverables, milestones and workstream plans
- Dependencies between workstreams
- Issue and risk management and mitigation
- Project in place with the weekly team and sponsor reporting
Collaborative face-to-face and virtual Planning and Review Sessions were conducted across multiple stakeholders including a Steering Committee Leadership.
The key challenge was the hugely complex matrix stakeholder structure and lack of skilful resources required for fast pace FMCG product introductions.
A combination of agile project management and RACI models is used to ensure swift progress towards challenging project deliverables, in the technical, commercial, and contractual domains. In addition, reviewing and improving ways of working and skills were key in gradually building trust and know-how with all external partners.
The outcome
- Speed and Efficiency – The strategy and product roadmap were established and the 1st product segment was launched within four months. Over two years, 6 new suppliers were selected and contracted, and 7 new segments (30 NPDs) were developed, mostly ahead of the original schedule.
- Substantial growth and market shares and healthy profit – The launches were successful and added 50% of growth to the client’s base business at healthy GM.
- Geographical expansion: UK&I portfolio and launches in retail and e-commerce sales platforms disrupted the competition and enabled geographical rollouts.
- Credibility – Adding the well-known brand, not only expanded the client’s portfolio but made them an even more credible partner in the retail sector.
- Knowledge – Through consultancy, job training and tailored sessions, we strengthen the client’s skills and resources.
NAD Innovation 