How Premier Foods uses insights to strengthen partnerships with leading retailers

Challenge

Premier Foods is the company behind some of the best-loved food brands such as Sharwoods, Paxo, Bisto and Mr Kipling. Their products are in 93% of British kitchen cupboards but maintaining their position as a favored supplier for their retail partners requires more than just well-known brand names.

Premier Foods aims to strengthen their relationships with retailer customers by providing them with valuable category thought leadership material and support with strategic direction.

We wanted to step up and make sure Premier Foods were unique in the insights we offered, giving us the edge.

Emily Jones, Category & Shopper Strategy Manager, Premier Foods

Solution

Premier Foods uses the Attest platform to conduct surveys among their retailers’ shoppers as well as total market shoppers. Respondents are asked about their dietary profiles and shopping habits, digging deep into subjects such as where they buy products, how they find out about new products, and which categories and brands are important.

With the data, they’re able to demonstrate the impact that addressing gaps in their retailers’ product range would have, as well as providing them with goals to work towards.

We make it into a really compelling story and show our key retailers what’s important to their shoppers and how this differs from the general market.

Emily Jones, Category & Shopper Strategy Manager, Premier Foods

Impact

Through helping their clients identify gaps in their product range and improving the shopper journey, Premier Foods are able to strengthen their relationships with key retailer customers. Generating primary data also helps them to become category thought leaders.

Working with Attest and having these surveys has been an absolute game-changer for us. All of our thought leadership reports now have a unique edge with insights bespoke to us.

Emily Jones, Category & Shopper Strategy Manager, Premier Foods