NEW PRODUCT DEVELOPMENT: TASTE PURE NATURE RANGE
Combining deep consumer insights with operational excellence in China, TBA delivered an integrated new product launch taking the Taste Pure Nature range from concept to shelves and appetising success.
Type
New Product Development & Launch
Services
New Product Development, Marketing, Creative, Go-to-Market Strategy & Launch
Year
2023
Client:
Beef + Lamb New Zealand
Objective:
Expand convenience category in China with unique line of globally inspired meat meals that showcase New Zealand’s outstanding beef and lamb
What TBA Did:
- Conducted research identifying key demand drivers in China’s convenience food category
- Developed innovative product concepts and brand positioning strategy
- Drove packaging design and production partnership for range including 5 unique SKUs
- Secured retail partnerships and listings including at high-end chains like City Shop, Swiss Butchery and Freshippo (Hema)
- Activated powerful launch campaign spanning social media, key opinion leaders and in-store tastings to drive awareness, trial and adoption
- Produced recipe tutorial videos on Beef + Lamb New Zealand’s WeChat account, educating Chinese consumers on cooking techniques
- Expanded offerings into additional eCommerce channels like Freshippo's online grocery app
Result:
Highly successful market entry marked by strong initial sales and growing brand recognition. Ongoing retail expansion and marketing support cementing Taste Pure Nature as B+LNZ's convenience range in China grounded in provenance and quality.
