Case studies

The plant’s unique properties make it ideal for use in large-scale bioreactors, offering a sustainable solution for biofuel production.

However, with the biofuel market experiencing a significant downturn, there was a need to pivot to a more profitable market.

Further market assessment showed that there is a growing global need for sustainable food and feed solutions.

Insights revealed the plant to be a promising solution to the identified need, owing to its high protein content and rapid scalability i.e. the key factors in addressing critical challenges for sustainable food and feed.

A tailored competitive strategy was developed, incorporating plans for both B2B marketing, and for targeting specific B2C consumer groups.

Extensive testing and assessments was conducted alongside animal trials for feed and trials for human food applications.

Successful execution of marketing strategy led to growing increasing awareness in the industry, quick adoption by smaller companies and further prototype tests by larger multinationals.

Targeted consumer media campaigns were piloted and completed the picture with powerful ‘pull’ strategy.

The plant achieved Generally Recognized As Safe (GRAS) approval, supported by an FDA no-objections letter, highlighting its potential for widespread use.

A process facility was established, and the product is already in the market, with a launch to consumers underway.

Efforts are now focused on exploring the supply chain and securing scale-up funding to support broader operations and growth.

A fully cross-functional assessment of available material defined what guidance, resources and capabilities were available, and identified the gaps to be addressed to achieve the desired objectives.

The assessment also showed that there was a need for an internal digital platform to host the process and material to ensure ease of use, transparency, and for best practice sharing.

The planning phase involved designing processes, frameworks, guidance, and establishing structured meeting plans.

Dedicated people from functions, regions, and therapeutic areas were involved to ensure streamlined operations.

Additionally, a digital platform was designed and built to support and enhance these efforts effectively.

The process, framework, and guidance was piloted with launch teams to test and refine the approach before broader implementation.

In addition the digital platform was tested to ensure user-satisfaction.

The test also included the need for company awareness communication, training, and materials to educate internal stakeholders.

The test showed the process to be fully integrated and aligned across functions, therapeutic areas, and geographies.

Guidance on bridging early planning teams with commercial launch teams and engaging regions and affiliates was effective although small tweaks were suggested.

The digital platform hosting the process was considered easy to navigate but should be considered as an iterative site expanding over time.

In conclusion, the pilot showed that the integrated approach was considered to improve efficiency, reduced costs, and enhanced user satisfaction.

The meal kit service was an unknown concept in the US market.

No off-the-shelf e-commerce or logistics solutions for the service were available.

A marketing plan, including digital marketing, mailings, and direct sales, was created.

A target audience was identified: young professionals and families with children in middle to upper-middle income brackets.

The focus was on urban and suburban areas where time constraints and lifestyle trends favor convenience.

Health-conscious individuals seeking balanced, nutritious meals were also targeted.

A proprietary IT system based on open-source frameworks was built.

It featured landing pages optimized for conversions and tools for subscribers to manage their subscriptions and meal plans.

A comprehensive back end was also developed to handle logistics, meal planning, and purchasing.

Key business metrics include customer acquisition cost, lifetime value, and churn rate, all critical for understanding customer retention and profitability.

Customer satisfaction is prioritized to drive loyalty, alongside assessing growth potential and opportunities for geographic expansion.