To develop a Strategic Product Plan that allows the development of new ways of reaching the consumer (new channel), new moments and contexts of bread consumption considering its entire portfolio: from sliced bread to the Rustik Bakery. 

Solution

The fresh meat category was structured and launched on the self-service shelves of the large-scale retailer, defining its packaging strategy, formats and products.  

Dynamisation actions were implemented with seasonal products and differential cuts, together with an optimised pricing strategy.

Impact

A successful entry of the fresh meat category in the free service shelf was achieved, strengthening COVAP's presence in large-scale distribution.  

The format, packaging and pricing strategy allowed a better adaptation to market needs, optimising product rotation.  

Differentiation of the offer was promoted with seasonal products and special cuts, increasing the perceived value and competitiveness of the brand.