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CASE STUDY
Flavor that delivers: How garlic parmesan wings drove growth for both manufacturer and retailer
Snapshot
SOLUTION AREA
Analytics
SOLUTION
Liquid Data Collaborate
INDUSTRIES
Food and Beverage
CLIENT
Manufacturer & Retailer
The Objective
A leading manufacturer aimed to expand its flavor offerings at a club retailer by introducing a garlic parmesan bone-in wing. To build a compelling business case, the team used loyalty card data to demonstrate the product’s potential appeal and incremental value. The team leaned on Circana’s expertise to guide the analysis and support their expansion goals in the wing category.
The Solution
Using Circana’s Liquid Data Collaborate™ program, which aligns retailers and manufacturers on shared insights, the manufacturer provided a data-backed recommendation for mutual growth. They outlined:
The strong performance of the manufacturer’s chicken products, especially in driving growth for the retailer’s online business.
A clear shopper profile, showing the wings skewed toward millennial and Gen Z consumers.
Incremental growth potential, with the garlic parmesan flavor attracting new category buyers and increasing basket size among existing ones. In contrast, competitive items drove growth primarily through cannibalization of other flavored wings.
The Results
The club retailer approved the addition of the garlic parmesan bone-in wings, generating $5.2 million in sales in five months following the launch, with an annualized projection of $12.5 million. The manufacturer also regained distribution for another one of its products: applewood bacon.
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