Maximizing portfolio equities and performance

The Challenge

After Sara Lee purchased Earthgrains, the Sara Lee Bakery Group was formed to house all fresh, refrigerated, and frozen baked goods brands for the corporation. The specific challenge was how to best leverage the Sara Lee and Earthgrains brands, and their respective equities, to maximize growth in the category.

Our Solution

Prophet conducted a comprehensive image assessment based on brand, channel, and competitor research, in order to understand the current state of the baked goods category and the respective equities of the Sara Lee and Earthgrains brands, and their relationship to each other. Based on this research, Prophet developed, validated, and refined a brand positioning, identity, and set of new product screens for the Sara Lee and Earthgrains brands. Additionally, Prophet defined the role and relationship of these brands as part of the broader fresh bread portfolio in order to better meet customer needs and business needs within the category.

Results

Prophet's positioning, identity, and portfolio recommendations informed Sara Lee's and Earthgrains' packaging and communications strategies. Within months of launching, Sara Lee breads became the Sara Lee Bakery Group's number one selling domestic bread brand. The Sara Lee Bakery Group continues to launch successful new lines of fresh bread, bagels, and muffins under the Sara Lee brand.