Eat Natural case study: establishing a brand Market Overview in the breakfast cereal and cereal bar industry s

• Publication date: December 2008
• Report size: 10 pages

Introduction This market research report on Eat Natural forms part of case studies series, which explores business practices across a variety of disciplines and business segments . It looks at how the UK cereal bar producer has grown strongly over the past decade due to the success of its healthy, indulgent offerings. Why Should You Buy This Report? *Gain insight into the methods used by important market players to give them...

Introduction

This market research report on Eat Natural forms part of case studies series, which explores business practices across a variety of disciplines and business segments . It looks at how the UK cereal bar producer has grown strongly over the past decade due to the success of its healthy, indulgent offerings.

Why Should You Buy This Report?

*Gain insight into the methods used by important market players to give them a competitive edge

*Identify specific areas for operational improvements

*Capitalize on the knowledge of experienced industry players when entering a new niche or industry

Organic Food Industry in Europe

DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The EUR pean cereal bar industry has grown strongly, encouraging an array of new product launches 2
Eat Natural has benefited from the rising cereal bar category, claiming differentiation has aided growth 3
Eat Natural spotted a gap in the industry for healthy alternatives to candy 3
The industry player markets its cereal bars as healthy, indulgent treats that come in unusual flavors 3
Eat Natural's growth has been aided by distribution deals with large grocery players 4
The industry player first found success in a Netherlands-based health food chain 4
The industry player aimed to boost its appeal by advertising for consumer-generated content to use in its first ad campaign 5
Children are a key target for the firm, which offers a line designed for school lunchboxes 6
The industry player seeks children's feedback through the Kidsboard 6
The range capitalizes on parental concerns over their children's health 7
Eat Natural has recently entered the breakfast industry, a mature and competitive area that it aims to succeed in via differentiation 7
The breakfast cereal launch faces stagnant growth of the category, amplified by high-sugar reputation of cereal and propensity for people to skip breakfast 7
Eat Natural aims to stand out with an indulgent but healthy offering in unusual flavors, at a mid-market price 7
APPENDIX 9
APPENDIX 9
Case study series 9
Methodology 9
Secondary sources 9
Further reading 9
Ask the analyst 9
Datamonitor consulting 10
Disclaimer 10
List of Tables
Data table 1: Eat Natural cereal bars are available in 11 varieties 4
List of Figures
Chart 1: A selection of new cereal bars that have recently hit the EUR pean industry (left), which compete against Eat Natural offerings (right) 2
Chart 2: Cereal bar launches have increased strongly in EUR pe over the last five years 3
Chart 3: Eat Natural's first ad campaign featured a plain poster that launched a competition for the public to design its next poster 5
Chart 4: The firm 's Kidsboard seeks children's feedback on new product development 6
Chart 5: Eat Natural introduced a breakfast range in 2008 8