Aduna

Vital makeover for healthy eating

The brief

Aduna bars were not performing to plan.
Revive sales of Aduna bars by:

• Exploring customer personas and needs.

• New masterbrand identity.

• Bar positioning territories.

• Messaging on pack copy.

• Create new pack designs.

What we did

Internal intelligence gathering.

Proposition development workshop.

Competitor analysis: positionig, messaging, and semiotic study into signs and symbols in healthfoods.

Testing new bar strategy and pack designs (inc. copy hierarchy, patterns, colours etc.) with UK consumers.

The outcome

Clear bar strategy and positioning into health bar, not snack bar, with USP around ‘Superfood/ Superfruit/ Superflower’.

Recommended new size and shape for the bar product range.

New masterbrand identity.

New pack design (inc. outer) architecture including new pattern development.
New on pack copy and messaging hierarchy, including bar names, benefits panel and health claims.

Advice on new flavour extensions.