Supporting Glanbia Category Launch

Glanbia is an Irish nutrition group with market positions in sports nutrition, cheese, dairy ingredients, speciality non-dairy ingredients and vitamin and mineral premixes. Its products are sold or distributed in over 130 countries.

Instore was called upon to develop a sales strategy and recruit a field team for global food manufacturer’s new category launch.

Glanbia category launch

What was required?

We needed to conduct a full investigation in liaison with the client to appreciate and understand the needs and timescales of delivery. A period of bespoke, skilled recruitment was called for along with full training for existing staff members so that they could develop a good knowledge base and become experts in their field. Training was also required for the client and Instore staff.

The introduction of a new service offering was sought by our parent company, as well as a new management structure for the sales team. This would take care of the stock fulfilment process and bring a revised method of reporting data back to the client.

What did we do?

We built relationships with our clients to really understand their needs. Once we had done this, we delivered a long-term sustainable strategy built around them. A new sales training tool was then created specifically for our parent company and a new category of service was introduced. The Smiths News’ different Route to Market, allows the fulfilment of our client’s products in our news delivery. As agreed, we also set up a new management structure within an agreed timeframe.

glanbia retail display

What’s happened since?

The Glanbia product has successfully been listed across main UK wholesale and at multiple high street and grocery retailers and the initial team has grown and evolved from its retail-only focus to manage a UK wide gym strategy.

Instore now rolls out the new service as a core offering and it has grown to incorporate two other service streams – employment of the brand’s gym field team and distribution activity across a wide range of gyms.

We have also been able to introduce an additional new service with our team undertaking UK wide sampling events where we engage with and educate members of the public through product interaction and tasting.

Glanbia point of sale display
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