Category Strategy & Brand Proposition

Everyone loves cheesecake. And Waitrose knows it. What they didn’t know was how to grow the entire chilled desserts category.

Partnering alongside the Waitrose category team and their leading supplier of own label and branded ranges, Bakkavor, we embarked on a project that aimed to deeply understand both category behaviour and culture, and build a strategic roadmap for making Waitrose a compelling destination for chilled desserts.

We’d love to reveal the secret (strawberry) sauce here, but some things are not for public consumption (unlike a chocolate eclair). So, if you want to know more, let’s get together. We’ll bring (cheese) cake.