A longstanding household name, Renshaw is the largest supplier of icing in the UK. As a key own label supplier to one of the UK’s major retailers, they needed help in enhancing some of their own label designs to help drive sales by ensuring they were appealing to the right target consumers.
Using their consumer insight data, we recruited a representative sample of their typical purchasers. We designed an online questionnaire which included questions on their attitudes and approaches to buying icing, as well as their opinions on each of the own label designs available in the other retailers. Through gathering feedback on each design, we were able to highlight and compare specific elements on each design and discover which consumers prefer (e.g. a whole iced cake vs. a slice of cake).