As the #2 Gluten Free company in North America, Glutino was in the business of gluten free far before it was cool. With over 30 years as a gluten free trailblazer, the brand had an authentic history with the consumer and the category that could not be replicated.
Blue Objective
Brand Strategy I Brand Identity I Rebrand I Innovation Pipeline & ExecutionI Price & Portfolio Strategy | Shopper Marketing
With 30+ years in the business, Glutino was beginning to lag the competition. While originally first to market, a wide range of competitors had entered the skyrocketing gluten free space, threatening Glutino's relevancy. The brand needed a turnaround to maintain the $100MM+ business. Over the course of three years the brand was rebuilt with a refreshed strategy, look & feel, positioning, pricing, portfolio, innovation, and marketing plan.
A 3-year innovation strategy was developed, grounded in research and core competencies, driving the most successful product launch to date in revenue, distribution and NPS. The brand was repositioned as entry point, refining the core proposition to align with consumer expectations increasing core category revenue 10-20%. An entire rebrand was executed, bringing the fractured brand segments under one modern look & feel across 12 categories and 80+ SKUs.
