Executive Summary
A declining and old fashioned condiments brand
In 2017, Cottage Delight was a brand that was stagnating, lacking relevance and declining year on year.
Despite a broad (and constantly growing) portfolio covering jams, chutneys, table sauces and beyond, retailers were losing interest and choosing more emergent, modern looking brands to fill their shelf space.
The business approach of regularly launching new products to try and stem the decline, meant that the portfolio had become confusing and the proposition to the trade unclear. This strategy was also failing to do anything to arrest the decline in sales and reduction...