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Greencore own label food manufacturer has greater influence with retailers

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Greencore develops own label products, recommending recipes and range extensions/expansions while the Retailer controls most elements of the products’ packaging and marketing. Greencore required the tools to develop greater influence.

WDG Research conducted qualitative research linked to Mystery in-store shopping to provide a full picture of the end client and competitors’ products, promotions, packaging and fixtures across the top supermarket chains. Customers were interviewed and their shopping habits observed.

Having acquired a deeper understanding of how customers ‘shop the fixture’ across different retailers, regions and customer lifestages, Greencore was able to develop a strong recommendation for greater input into product and pack development with its Retailers.

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