JDM Foods has built a successful business supplying innovative pour over sauces and flavour sachets to own label. In 2022 they asked for our help in relaunching a brand within their portfolio that they felt had potential, but had never been properly defined or executed. It was called ‘Just Add’.
We undertook diagnosis work with the team at JDM and then undertook research with consumers to identify the potential and most appropriate positioning for Just Add.
As the brand was largely marketed in the chilled Meat, Fish and Poultry section of supermarkets we developed a central idea for the brand where ‘fresh flavour ideas’ play the central role. Just Add was positioned as the ‘kitchen helper’ that enables the simple, easy creation of a range of interesting, tasty recipes.