House Brand Taste-Off
Your private label against the brand leader, judged by shoppers' own words.
The job
Shows, feature by feature, where each own-brand product wins or loses against the national brand shoppers compare it with. It sends the supplier a brief to improve the product, then reruns the comparison after the change against a result set in advance.
The moment
The store's own-brand yoghurt goes head to head with the leading national brand, judged by shoppers' own words, like a cooking-show taste-off. It loses 1 to 3: shoppers call it too sour, watery and in a cheap tub.
A brief for improving the product is drafted on screen and sent to the supplier.
Six weeks later, at the quarterly business review, the rematch plays out card by card. The own brand wins on value and packaging and ties on taste.
That exactly meets the result set in advance, and the supplier already has the card in their inbox.
What it does
- Save the taste-off result and register the verdict
- Send the reformulation brief
- Send the rematch card to the supplier
- Drill a judge card to shoppers' words
What you see
A cooking-show taste-off with two plates and six flipping judge cards, a reformulation brief, a rematch and a supplier league
What it moves
The number of features each own-brand line wins or loses against the brand it is compared with, and the share of rematches that meet the result set in advance.
Built for
- QA, training & knowledge
- Marketing, brand & comms
- Partners & ecosystem
