Data-driven portfolio optimization enhances shelf navigation and brand expandability.
Vega Nutrition, once the #1 plant based sports nutrition brand in the US, needed a turnaround – and fast. Although they were the category originators, the brand had failed to remain differentiated in a sea of new competitors like Orgain and Garden of Eden. Vega came to SmashBrand seeking not just a validated redesign, but a renewed positioning to improve distinction and drive loyalty and price premium in an increasingly commoditized category.
Initial consumer testing revealed that while brand equity remained strong with core consumers, their brand identity did not link to the primary category purchase driver, and their architecture created barriers to category navigation and limited appeal with mainstream nutrition shoppers.
Using our iterative design, test, and learn methodology with category shoppers, we validated a new three-tier architecture (Premium, Performance, Essentials) that simplified consumer decision-making at shelf. The validated design system increased purchase intent by 9 points versus current and against competitors, setting Vega up for renewed category leadership and sustainable growth across all retail channels.
