Customer
April - Plant-Based Ingredients Solutions
Food ingredients - B2B - Europe
Context & Challenge
Avril wanted to structure and clarify the positioning of its new Business Unit dedicated to plant-based ingredients, created by bringing together several areas of expertise (sunflower, pulses).
The challenge: move beyond a product portfolio approach to become a credible co-development partner, capable of supporting manufacturers in the transition to a food-based economy, without dogmatically opposing plant and animal products.
Strategic approach
We worked on a positioning geared towards solutions rather than raw materials, by combining naturalness, functional performance and European roots. The challenge was to create a unified narrative, robust enough to support the BU's future growth and the integration of new expertise.
Content creation and systems
- Clarification of the BU's raison d'être and strategic role
- Building a credible and differentiating USP
- Structuring a B2B approach focused on R&D, innovation and co-development
- Harmonised messages for sales and marketing teams
Deliverables
- Naming the BU
- Strategic positioning & brand narrative
- USP and key messages
- Speech base for B2B media
Impact and value proposition
Avril now has a clear framework for expressing its added value on the plant protein market: a clear, credible and scalable offering, in line with the expectations of industry and the challenges of European food sovereignty.
Valued expertise
Brand strategy B2B - Ingredients & nutrition - Claim-safe positioning