Eat Natural case study: establishing a brand in the breakfast cereal and cereal bar markets

Eat Natural case study: establishing a brand in the breakfast cereal and cereal bar markets

Introduction

This report on Eat Natural forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. 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.

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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The European cereal bar market 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 market for healthy alternatives to candy 3
The company 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 company first found success in a Netherlands-based health food chain 4
The company 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 company, which offers a line designed for school lunchboxes 6
The company 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 market, 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
Table 1: Eat Natural cereal bars are available in 11 varieties 4
List of Figures
Figure 1: A selection of new cereal bars that have recently hit the European market (left), which compete against Eat Natural offerings (right) 2
Figure 2: Cereal bar launches have increased strongly in Europe over the last five years 3
Figure 3: Eat Natural's first ad campaign featured a plain poster that launched a competition for the public to design its next poster 5
Figure 4: The company's Kidsboard seeks children's feedback on new product development 6
Figure 5: Eat Natural introduced a breakfast range in 2008 8