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New Brand Strategy for a Changing Market

The Challenge

A manufacturer of packaged meat and frozen bakery products recognized the need for new brand positioning to meet the challenges of the evolving consumer landscape in meat consumption. The company reached out to Idea Couture, Cognizant’s digital innovation, strategy and design firm, to analyze the marketplace and help develop a new brand strategy.

Our Approach

We started with an ambitious research initiative to understand new consumer attitudes toward meat consumption using foresight scanning and ethnographic immersion. From our research we learned, for example, that the growth of urbanization is giving rise to increasingly fragmented consumer lifestyles—and that the more chaotic life becomes, the more consumers seem to crave authentic, natural and even pastoral product offerings. 

We then worked with the company to develop a brand strategy that would inform how new platforms could reach new consumer segments and fit into the company’s larger portfolio.

Innovative Research Results in a New Premium Brand

With emerging flavors, ingredients and design, the company launched its first product family in 2014 to accolades from consumers, partners and investors. Though the company was acquired by a larger industry player later that year, its success was attributed to the key components of brand building, portfolio innovation and product development.



a deep understanding of the effects of urbanization on consumer behavior


a brand that fulfills consumers’ desires for authentic products


a commitment to innovation