Regal Springs, the dominating player in the premium Tilapia market, found itself at a crossroads.
Regal Springs
Regal Springs, the dominating player in the premium Tilapia market, found itself at a crossroads. Despite having a 90% market share, 98% of their business came from private labels, and their branded products lacked visibility and appeal in grocery stores. The company's current identity and packaging did not stand out, and failed to communicate their key competitive advantages.
