Exploring Growth through a Parallel Product Category for a Sauce Manufacturer
Category
Business Growth Strategy
Challenge
Our client, a well-established manufacturer of cooking and dipping sauces, sought to expand into the herbs, seasonings, and condiments category. However, they were unsure whether their existing brand competency and customer base would accept this new product line. Additionally, they needed to determine which subcategory within herbs, seasonings, and condiments would offer the best opportunity for success, should it prove a viable market for expansion.
Approach
We began by assessing the client’s core competencies, focusing on brand equity, customer loyalty, and product positioning within their current market. Through market research, we analyzed consumer behavior in the herbs, seasonings, and condiments category, identifying potential overlaps with the client’s existing customer segments. This allowed us to gauge whether their target market would extend brand trust to these new product offerings.
We also conducted a competitive landscape analysis, identifying key trends, gaps in the market, and emerging opportunities within the broader category. To help prioritize potential entry points, we evaluated multiple subcategories—such as spices, dry rubs, and liquid condiments—based on market demand, consumer preferences, and potential for differentiation. Our insights were compiled into a strategic framework, showing which product categories aligned best with the company’s capabilities and growth objectives.
Result
