Gluten Free was a small Celiac niche when Udi's entered the space. The brand quickly became the #1 gluten free bakery brand and a key category growth driver. To own the meteoric gluten free trend, Udi's needed to shepard the health & wellness consumer and develop the gluten free culture.
Blue Objective
Brand Strategy I Rebrand I Innovation I Marketing Campaigns I Foodservice Strategy I Event Planning
While Udi's was the market maker for Gluten Free, in a matter of years there was significant competition in gluten free bread, which necessitated from Udi's an entirely new product that would beat the competition on taste, texture, ingredient profile and price/pack expectations. A three year project to relaunch Udi's bread contributed to 20% growth on a $110MM business (that was declining by double digits) inside of 6 months of launch. The new product delivered on the flavor and texture of 'regular' bread, with a cleaner ingredient profile and rolled out a price/pack architecture across mass, conventional, and natural that enabled sales to expand doors and accelerated turns.
Udi's was the first to bring Gluten Free into Foodservice. Within 3 years the brand has secured multiple cobranded partnerships across national accounts, most notably Pizza Hut. With a comprehensive launch strategy across influencer, digital, radio, and a Super Bowl TV commercial, Udi's earned the highest number of impressions ever achieved for the brand within 3 months of launch.
