Challenge

• New brand offering for established Fancy Food BrandChallenge – Develop a new brand to compete at a lower price point in the Asian Specialty Food category for grocery

Situation

• After a highly successful launch of chinablue, Target, Safeway and Whole Foods wanted a specialty product that could be sold at a lower price point.
• Selling a lower price point version under the chinablue name would have devalued the brand.
• A lower price product would increase revenue and margin.
• The challenge was to create a line Shanghainese products that maintained the quality chinablue was known for but would appeal to a mass market consumer

Solution

• Shanghai Basics was born. The name evoked the mystique of Shanghai.   
• The products delivered the basic essential sauces for every home-cooks Asian pantry.
• Co-developed recipes for a line of 9 SKUs to include sauces, oils, and dressings.
• Led design team to bring the brand to life through, logo, packaging and collateral materials.
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Results

• Tripled overall company sales and increased revenue by 250%.
• Strong initial orders from Safeway and Whole Foods
• Picked-up by largest, most prestigious national Fancy Food Distributor.
• Used in food service concepts @ Marshal Fields and other specialty retailers.

Results

• Strong initial orders from Safeway and Whole Foods
• Picked-up by largest, most prestigious national Fancy Food Distributor.
• Used in food service concepts @ Marshal Fields and other specialty retailers.
• Tripled overall company sales and increased revenue by 150%.