Private label pitches - Winning over M&S with a combination of market data and bespoke shopper insight
Background
M&S recently (April ‘25) launched a new range of ridged crisps, in partnership with long-term TRKR clients Taylor’s Snacks.
The "Extreme Ridge" crisps feature a thinner cut and a tighter ridge compared to standard crisps, offering a lighter, crispier bite.
The range features six bold flavours, including Four Cheese and Onion, Sizzling Steak, and Chicken Curry.
For Taylor’s it meant creating 30 new jobs and featuring in 900 M&S UK and Ireland Stores.
So, what was different about this launch?
When Taylor’s received the invitation to tender, they knew the possible impact it could have on the business.
But MD James Taylor also wanted to do more than simply meet the tender requirements on volume, quality and price. To give themselves the best chance of winning the tender they had to go the extra mile, provide the M&S buyers with something different, comprehensive and valuable.
That something was an evidence-based rationale for the M&S team. Combining Taylors existing NIQ & Kantar market data with TRKR bespoke shopper insight. Identifying gaps and opportunities that M&S hadn't considered, presented by TRKR alongside the Taylors team to M&S.
Looking beyond the tender requirements
An online survey of 1,000 premium crisp shoppers, looking at shopping behaviour, attitudes and motivations, gave the Taylor’s team a clear and detailed view of the ridged sector.
Who was buying ridged and why? What were their preferences, and what didn’t they care for so much. Also, who wasn’t buying ridged, why not and how they might be enticed into the sector.
There were a few surprises and a few burst assumptions, such as the gender split for ridge cut vs the gender split for straight cut, the barriers to ridge cut, and some of the most popular flavours, including the need for a plain ready salted flavour within the range.
This insight gave them the confidence to suggest to M&S how to improve on their original strategy and take a fair share of the category
The result?
Taylors fought off other potential suppliers to secure a national Private Label contract with M&S for the new Extreme Ridge Crisps range, focussed on a clear target audience with a new ridged crisp texture and flavour range. Time will tell how successful the new range is but so far, so good!
“Involving TRKR in the pitch process with M&S helped us demonstrate our knowledge of the market and articulate the commercial opportunity. It also gave the M&S team confidence that we'd done our homework”
James Taylor, Managing Director Taylors Snacks
