Through our comprehensive and systematic approach, we were able to bring much-needed clarity, rigor, and inspiration to the complex and multifaceted world of McCormick flavors. We conducted a thorough audit of existing data and knowledge, augmented it with insights from macro and category trends, and identified and sized a clear set of growth drivers for the European market, which led us to develop a clear and actionable vision for the future of the category.
To ensure that this vision was aligned with the unique needs and preferences of the European market, we created tailored growth platforms that were optimized for three core markets, namely France, Poland, and the UK. Through a detailed portfolio mapping exercise, we aligned a complex portfolio of products, spanning both cooking and baking, against these growth drivers, and developed a channel and innovation strategy that was tailored to the needs of each market.
With this comprehensive framework in place, we were able to bring the vision and growth drivers to life through a range of EU-level materials that were designed to inspire and educate our retail partners, as well as to guide the development and execution of category growth initiatives. Leveraging our expertise and deep knowledge of the market, we were confident that we could help McCormick and its retail partners to navigate the complex and rapidly-evolving world of flavors, and to drive sustained growth and success over the long term.