Colmans Wholegrain Mustard: Successful Segmentation
Launch of wholegrain variety of Colman's speciality mustards. Test market launch in TVS resulted in good awareness in TVS region versus rest of the country. London launch followed and eventually national roll out. TVS test market maintained lead. Wholegrain variant achieved a 7% uplift in Colman's tonnage and reversed a declining volume and value share. Demand amongst younger consumers was stimulated.