Sainsbury's: SO Organic

SO Organic, Sainsbury’s private-label organic range, reversed a declining market position by adopting a more welcoming look and promoting its health and environmental benefits.

Executive Summary

This project concerns the strategic repositioning and redesign of SO Organic, Sainsbury's private label range of organic products which stretches across 230 skus and across all food and drinks categories. Prior to the redesign, SO Organic was losing market share and underperforming, notably with slow growth of 2.8%, versus an average of 5.3% for multiple competitors (source: Sainsbury's).

Sainsbury's research also showed that SO Organic underperformed with young consumers and the 'Organic' name component lacked visibility, whilst consumers had a poor understanding of the benefits that organic products deliver.

The project objectives were to:

  • Halt and revert the...
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