Ditching the diet, embracing health & wellness
Key to the turnaround was a shift in positioning from dieting (low calorie, low fat) to health & wellness (which incorporates natural, organic, more culinary-inspired recipes and bolder flavors), coupled with cleaner labels and new packaging that started to reverse the sales trajectory of the brand around July 2015, says Fereday: “The brand has been growing since July 2015 and increasing market share for 15 straight months.”