McCormick: Reversing decline in a growing category

McCormick, a food company, increased sales and reach in the UK by redesigning its packaging to communicate the origins and flavour profiles of its ingredients.

Executive Summary

A global player losing market share

The McCormick brands, known in the UK as Schwartz and known by a number of names across Europe, are leaders in the field of herbs, spices and seasonings.

But, despite being one of the largest players in the category, the McCormick brand was struggling to compete and retain a loyal base. In a competitive market place, private label and smaller brands were stealing share.

The business needed to grow value share, re-gain loyalty against own label and stabilise a penetration decline by targeting new audiences.

In a growing global category

In contrast,...

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