Challenge
Bimbo Romania, a new entrant to the Romanian market, set out to revitalise Granatur - a bread product that was more a type than a brand, lacking clear identity and consumer recognition. In a highly competitive market, where 80% of Romanians eat bread daily, consumer preferences were shifting, evolving towards healthier, more natural options. Granatur’s ambiguous positioning and the need to stand out in an established category made brand-building essential.
Approach
The approach was grounded in research and collaboration. The team began by exploring multiple categories and testing various concepts via ConceptEvaluate on Kantar Marketplace, including Granatur and its endorsement by Vel Pitar, a well-known brand in the market.
Research guided every stage of new product development, from naming and messaging to colour and logo choice, ensuring alignment with consumer expectations via qualitative deep dives.
Collaboration was key throughout the process: marketing, R&D, and research partners worked together, transforming diverse perspectives into actionable solutions.
Insight
The combination of deep quantitative insights and qualitative expertise revealed that consumers seek clean labels, authentic taste, freshness and healthiness. These insights shaped the final product: a clean recipe free of additives, made with 30% rye and wheat sourdough, and a shelf-life optimised for freshness.
The name “Granatur” - combining ‘grain’ and ‘nature - perfectly captured these values.
Packaging and design elements, especially the use of green and natural motifs, were critical in communicating the brand’s promise and differentiating it in the market.
Impact
As a result, Granatur launched the new product with confidence, backed by robust data, a clear strategy and consumer validation.
Beyond the product, the project demonstrated that innovation in mature categories requires time, rigorous research, and collaboration. As the team summed up: “Only together you can find the winning recipe.”