Case Study – Category Leadership – Soup Manufacturer

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Transforming the Soup Category from Commodity to Exciting Meal Solution

Client Description

Soup Manufacturer


1) Category hard to shop and lacking engagement
2) Increasing commodity pressure on the category


1) Manufacturer in search of new Vision
2) Focus on growing ‘share of stomach’ not just ‘share of soup’

TPG Approach

1) TPG led a successful “Road to Soup Transformation” project
2) Leveraging the Category Leadership Program methodology
3) Development of new integrated Strategies and Initiatives
4) Development of a new gravity feed shelf system


1) 7.1% category growth after deployment of new in-store concept at key retailers
2) 9.4% manufacturer growth within the category
3) Significantly more shoppers “extremely satisfied” with shopping for soup
4) Billboard effect of gravity feed shelving reduces store labor costs and improves branding – 210% larger

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