Failure Case Study: GoodnessKnows

GoodnessKnows were healthy snack squares that failed to establish their place within the UK market.

Overall, when choosing a healthy snack consumers are looking for a product that meets its marketing claims. The packaging and marketing should be relevant and should serve a purpose, as well as knowing your demographic and to whom you are marketing the product.

Scope

- GoodnessKnows UK failed to take into account basic business strategies and principles and had to end operations within 18 months of its release.

- This was a missed opportunity as the product itself met the demands of British consumers looking for a healthy snack, as it contained high protein and natural ingredients.

- Due to poor marketing, strategy, and other factors it did not meet its potential.

Reasons to buy

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Companies mentioned

GoodnessKnows

Mars

Nakd

Kellogg's

Bounce

Natural Valley

GoodnessKnows

Mars

Nakd

Kellogg's

Bounce

Natural Valley

Table of Contents

Table of Contents

Introduction

What?

Why?

Take-Outs

Appendix

Table of Contents

Introduction

What?

Why?

Take-Outs

Appendix

List of Tables

List of Figures

    Pricing

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