Comeback Story

Comeback Story


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.