Kerry Foods is the number one supplier of chilled ready meals to major retailers. These consist of customer brands, with some licensed brands (e.g. Sharwoods) and tertiary brands (e.g. the City Kitchen range in Tesco). Chilled ready meals is a very fast-moving category driven by expertise and innovation.
Historically, Kerry had innovated by cuisine rather than by consumer need. While consumer needs have been met in the past by putting cuisine first, there was a danger that innovation could detach itself from consumer need and an excessive re-invention of recipes, packaging and technology could become a downward spiral.
We defined the question to answer as: How best to combine Inspiration and Relevance?