{"id":1257,"date":"2026-01-23T17:03:57","date_gmt":"2026-01-23T16:03:57","guid":{"rendered":"https:\/\/www.nutrimedia.info\/?post_type=work&#038;p=1257"},"modified":"2026-01-23T17:33:14","modified_gmt":"2026-01-23T16:33:14","slug":"case-study-repositioning-a-davril-business-unit-to-support-the-food-transition","status":"publish","type":"work","link":"https:\/\/www.nutrimedia.info\/en\/work\/etude-de-cas-repositionner-une-business-unit-davril-pour-accompagner-la-transition-alimentaire\/","title":{"rendered":"Case study: repositioning one of Avril's Business Units to support the food transition"},"content":{"rendered":"<h2 class=\"wp-block-heading\"><strong>Customer<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.avril.com\/\" target=\"_blank\" data-type=\"link\" data-id=\"https:\/\/www.avril.com\/\" rel=\"noreferrer noopener\">April<\/a> - Plant-Based Ingredients Solutions<br>Food ingredients - B2B - Europe<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Context &amp; Challenge<\/strong><\/h2>\n\n\n\n<p>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). <\/p>\n\n\n\n<p><strong>The challenge:<\/strong> 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Strategic approach<\/strong><\/h2>\n\n\n\n<p>We worked on a positioning geared towards <em>solutions<\/em> 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Content creation and systems<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Clarification of the BU's raison d'\u00eatre and strategic role<\/li>\n\n\n\n<li>Building a credible and differentiating USP<\/li>\n\n\n\n<li>Structuring a B2B approach focused on R&amp;D, innovation and co-development<\/li>\n\n\n\n<li>Harmonised messages for sales and marketing teams<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Deliverables<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Naming the BU<\/li>\n\n\n\n<li>Strategic positioning &amp; brand narrative<\/li>\n\n\n\n<li>USP and key messages<\/li>\n\n\n\n<li>Speech base for B2B media<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Impact and value proposition<\/strong><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Valued expertise<\/strong><\/h2>\n\n\n\n<p>Brand strategy B2B - Ingredients &amp; nutrition - Claim-safe positioning<\/p>","protected":false},"template":"","meta":{"_acf_changed":true,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false},"class_list":["post-1257","work","type-work","status-publish","hentry"],"acf":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/work\/1257","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/types\/work"}],"wp:attachment":[{"href":"https:\/\/www.nutrimedia.info\/en\/wp-json\/wp\/v2\/media?parent=1257"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}