Kellanova
How do you reinvent a portfolio for changing consumer appetites?
Challenge
We worked with Kellanova, now part of Mars, to restructure its US cracker portfolio around changing consumer needs and new growth opportunities.
Consumer snacking habits were changing rapidly, stretching beyond traditional product categories. Kellanova wanted to understand how those changing needs could shape the future of its portfolio and give each brand a clearer, more distinctive role.
Solution
Our People Panel research uncovered a powerful insight: people don’t shop crackers, they shop snacking.
We mapped the evolving demand spaces across the wider snacking landscape and worked with cross-functional teams to define distinct, people-led propositions across the portfolio. In doing so, we identified gaps between what people increasingly wanted from snacking and how existing brands were positioned to meet those needs.
This created a strategic framework defining where individual brands could compete, connect more meaningfully with people and grow.
Impact
The work gave Kellanova a more cohesive snacking portfolio, with clearer roles for its brands and strategies designed to unlock incremental growth.
Across the portfolio, core brands were repositioned for growth, with clearly defined guidelines and guardrails to shape their future direction.
Toasteds became the clearest expression of that wider portfolio thinking. A ‘sleeping beauty’ within the portfolio, it was awakened with a new proposition, identity and relaunch across packaging and the wider brand world.
