Savouring Growth: Cirkels’ Journey to Nationwide Distribution and Profitability

Challenge:

Cirkels, an emerging specialty snack company, aimed to attain nationwide distribution and significant growth. To achieve this, they required a comprehensive review of their manufacturing processes, costs, competitive positioning, and sales distribution. The objective was to increase both awareness and profitability as they expanded their presence in the market.

Approach:

Leveraging our expertise in brand management, product development, and retail, we prioritized efforts towards high-potential growth opportunities. This involved a detailed business review that scrutinized their manufacturing processes, cost structures, competitive standing, and sales distribution. The goal was to optimize their profit and loss statement and provide strategies for long-term growth and brand positioning.

Impact:

The strategic overhaul resulted in a notable increase in profitability of 11%, with potential for more growth, attributed to the reduction in the cost of goods sold (COGs), revision of margin structures, and an increase in case pack and packaging efficiency. A more effective sales distribution strategy was developed, focusing on high-margin opportunities. The brand was successfully repositioned as the go-to choice for all-natural and authentic-tasting snacks. We outlined product expansion plans based on market trends and identified gaps in the category. Furthermore, we guided the strategic development of new packaging, currently a work-in-progress, to reflect the new brand positioning. The changes set the stage for Cirkels’ successful nationwide distribution and ensured a robust trajectory for growth.