Nestlé Aveia’s redesign positioned the oats range as a culturally relevant ingredient in Brazilian kitchens, firmly establishing the brand as number two in the market.
Oats are perceived as a niche food in Brazil but with rising health consciousness, the oats market is expected to grow. Wanting to capitalise, Nestlé relaunched its oats range in 2023, aiming to increase sales by 20% and attract one million more households to Nestlé Aveia.
Nestlé’s team and Futurebrand created a connected brand experience which ensured the range didn’t have to compete on price. Positioning oats as a nutritious, versatile food staple, Nestlé Aveia’s new brand proposition, revitalised packaging, visual identity and point of sale design improved in-store presence, resonated with consumers and attracted new buyers.
The design of in-store brand experiences reinforced the brand’s new positioning, and 20% more Brazilian stores stocked Nestlé Aveia in 2023. Sales leapt 31% in a year and 1.12 million more households bought the brand than in 2022.
