McCormick: Reversing decline in a growing category

McCormick, a food company, increased sales and reach in the UK by redesigning its packaging to communicate the origins and flavour profiles of its ingredients.

Executive Summary

A global player losing market share

The McCormick brands, known in the UK as Schwartz and known by a number of names across Europe, are leaders in the field of herbs, spices and seasonings.

But, despite being one of the largest players

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