Binka’s, an Australian confectionery manufacturer, came to TRP with an urgent business problem. Sales slowed to critical levels, and retailers were threatening to delist the products.

Through a series of consumer interviews, we learned there was a group of mums who wanted to treat their kids, but were concerned about additives. And this was a group that largely felt their needs were going unmet by the category. Our idea was to re-brand Binka’s to The Natural Confectionery Company, the first jelly confectionery with ‘no artificial colours and no artificial flavours’.

Following the re-brand, new packaging and a series of integrated advertising campaigns, The Natural Confectionery Company grew market share by 10X and sales from $1M to over $75M to become a dominant category leader.