Page 62 - Granola Book Draft VS 21

5. Global Best Practice Granola Learnings:

5.3 Winning Pack Price Architecture

KEY TAKE-OUT TRIAL EARLY A DOPTER

In EM Granola is
generally premium priced Drive Trial of granola with Reduce cost of Early Adoption

at +20-35% above RTEC ROLE non users new users

EM best practice has SIZE 35g – 50g 4 – 6 serve pack
200g – 300g
three key packs, Single
serve entry pack, Early
Adopted pack (4-6
portions) and larger 25% - 40% price /kg premium relative 10% - 20% price /kg premium relative
family pack
Family packs PRICING to market’s respective family pack Look to hit price point or currency
Look to hit price point or currency

Granola bars catering to denomination denomination
on-the-go consumption Sachet format sold as singles or on a Stand-up-Pouch is preferable

are an excellent way to FORMAT tear strip for easy merchandising over Bag n Box
drive low cost selling
singles into the HSF and
convenience channels

Premium ($8-9/kg) Granola
Granola Bars / Fruit and Nut bars

Core ($4-6/kg) RTEC

Accessible ($2-3/kg) Porridge
Noodles