GRAZE: CANDY KITTENS

Graze had 85% brand awareness and a strong heritage in healthier snacking. But after 15 years, the brand had lost some of its spark and awareness wasn't translating into enough trial.

Working alongside Studio Nari, who led the design and creative expression, I led the strategic work. This sharpened the positioning and found a bigger role for Graze to play without losing what people already knew and loved about it.

Snacking without compromise reframed Graze around a simple idea: people shouldn't have to choose between healthy and tasty, good and indulgent, convenience and quality.

The strategy shifted the brand from products and categories towards real needs, real moments and real choices; creating a clearer way to organise the portfolio, inspire innovation and give people more reasons to choose Graze throughout the day.