Customer Focus 4


Baxters - Fray Bentos

The issue

Baxters, owners of the Fray Bentos brand, wanted recommendations for a new brand strategy.

Fray Bentos range

The business solution

We reviewed everything at the start – interviewing staff, studying research, analyzing category data. And then worked with the Baxters team to create a step by step strategy for meeting the key Fray Bentos brand challenges – including pricing and innovation.
We suggested the introduction of a vegetarian pie, project managed relaunching the core pie range and handled the rebranding of their meatballs.


We have worked with Baxters on providing strategic advice and interim support. And most recently conducted  consumer research on a range of Baxters microwaveable soup pots. This helped not only with their launch plans but also supported customer sales presentations.


A stabilising and refocusing of the Fray Bentos brand

It's more than just words

Some examples
of our work in action.