Green & Black's

Working with FFB North America helped this confectionery brand surpass all expectations.

The issue

Green & Black’s is one of the UK’s fastest growing confectionery brands.  With a unique proposition based on high quality ingredients, memorable advertising and Fair Trade certification, the brand was launched in the US less than three years ago and met early success in the natural food channel. Green & Black's management approached FFB for assistance in planning, funding and evaluating a marketing initiative designed to increase sales in the national Whole Foods chain.

What we did

FFB North America helped to plan a national promotion programme at Whole Foods. This comprised off-shelf displays, in-store signage and coverage in the chain’s “What’s Cooking” magazine, along with a 20% price reduction.

The promotion covered 139 Whole Foods retail outlets. Green & Black's target was to triple sales in the promotion period, and to register growth of 22,000 cases overall.

Using actual sales data from Whole Foods to evaluate success, the results were spectacular. During the promotional period, Green & Black’s total sales actually quadrupled - up 313% - necessitating 32,450 additional cases of product.

Steve Dawson of FFB North America commented: “We were delighted to partner with Green & Black's on this promotion. It's a unique brand with a great future. The promotion was successful, not just because of the sales gain in the promotion period, but sales in three months afterwards were also up 47%, and this momentum is continuing."