Frozen fruit bar brand Outshine was branching their product portfolio in all different directions – not just new flavors and sizes, but also forging their way into new aisles and categories altogether. Along with their widespread variety of sub-brands and SKUs, Outshine needed to resolve shopability issues that began to result from flavor confusion and hierarchy issues within their established brand.
With an opportunity to improve their in-store shelf impact and expand their brand presence, Outshine tapped their long-time partner The GRO Agency to update their brand messaging and refine their product packaging across a growing number of lines and sublines.
Our challenge with the Outshine product portfolio enhancement was 1) to maintain consistency across the full portfolio, while still differentiating within it across sub brands and forms, and 2) to create strong brand recognition outside the frozen aisle where the brand is not typically encountered.
Consumer tastes and preferences led the decision to boldly update, organize, and prioritize Outshine’s messaging and product expansion. Inspired by the brand’s core message, GRO helped Outshine develop and introduce new flavors, sub brands, product innovations, forms, and formats of their beloved frozen fruit bar – even outside the frozen aisle.
First, new flavors and formats of Outshine led the way, with their Organic line appealing to the health-conscious shopper and the Half-Dipped bars for the chocolate lover. Fruit & Cream bars brought a new texture to the table, while the Tajin line added some spice to the line-up. Outshine and GRO are still partnering on more flavors to this day.
Next, as a bold leap from the frozen food aisle, Outshine borrowed from their existing design and messaging hierarchy to introduce their shelf-stable smoothie category and snack categories. Remaining recognizable to a loyal shopper, these new products clearly articulated what made Outshine special in the frozen aisle, just geared towards a fresh audience.
Finally, to satisfy all the different ways that consumers interact with the Outshine brand, whether a personal snack or a party treat, GRO helped Outshine introduce new size variations and pack sizes, such as the ‘club’ size. With an organized brand messaging around the core brand identity, Outshine was free to expand their product lines as they pleased, without the confusion.
- Packaging Design
- Adaptation: Full Portfolio
- Packaging Production
- Point of Sale
When we needed to expand our brand outside of our traditional aisle, we turned to GRO. The team at GRO brought expertise and creativity to the project, and were the quintessential partner throughout.
Sarah Holley Manager
Product Innovation Nestlé USA