Brand Renewal Strategy

By: Safiyyah Abdul Hamid

Project: The Westbrae® brand was founded in the 1970s targeting the vegetarian market, but over the last few years it had suffered due to competition from private labels and major brands getting into natural and organic foods. As the Natural and Organic market became more mainstream, it was increasingly difficult for niche brands like Westbrae to maintain its past success. The SGE Immersion team explored Westbrae’s emphasis on the vegetarian market to determine whether or not it was limiting growth and what opportunities there were to expand in other categories. They conducted an in‐depth category and channel analysis, as well as consumer research, to provide analysis and recommendations for the strategic direction for the Westbrae® brand.