Food from Britain

Case Study

Case Study - Market Introduction

    Situation/Need

    • Jordans Cereals wanted to significantly expand its export business in the US and Canada
    • Company management needed to define the size of the real commercial opportunity; the scale of the investment required; and evaluates "route to market" options. The final step would be to appoint US and Canadian importers

    Approach

    • Category research quantified the commercial opportunity, the competitive set and optimal supply chain strategy.
    • A formal partner identification process identified candidate importer partners, and FFB guided Jordans through the selection.

    Results

    • Jordans appointed a new Canadian importer in 2003, and the business has tripled in size, assisted by innovative marketing programs.
    • The appointment of a US importer and a brand relaunch is expected in 2006.

    Client Feedback

    • "FFB North America worked closely with me to understand Jordans position in the North American markets and to identify the best way to move forward. The business has seen very positive results out of this relationship"

Carol Flint,
International Marketing Manager, Jordans Cereals