A new organising structure for an eclectic culinary range.

According to a 2023 Mintel survey, 42% of pre-prepared meal shoppers find the aisle difficult to navigate, rising to 59% for those in a rush, who represent a lucrative segment in this space. The remit of the project was to create an organising structure for the Charlie Bigham’s range, in order to (a) help existing shoppers better navigate it, (b) draw in new shoppers by making the overall proposition of (and options within) the brand clearer and more compelling, and (c) highlight gaps for innovation.

Along with our research partners we drew up different potential organising structures for Charlie Bigham’s and explored them with shoppers in qualitative research, mocking up pre-prepared meal options on cards and getting them to simulate different ways of exploring the aisle. After identifying and developing a winning structure, we then mapped the existing range (and competitors) onto it and worked with the Bigham’s team to identify and size opportunities for innovation within this new organising structure.