PORIJ
The ready-to-eat Porridge category has evolved into a fixture full of hard-health solutions. The brand’s inaugural solution - Epic Oats - joined the throng - promising a healthy morning snack. This initial proposition, with its confusing granola topper, failed to cut through.
The Challenge
Create a porridge brand that offers a good-for-you proposition while being ready for mass appeal across the widest possible range of distribution channels.
The Solution
Step forward PORIJ, a ground-up renaming, repositioning and redesign that reawakens pleasure.
To get to a sharp and distinctive positioning, our strategy process included a deep and thorough exercise; processing insights from UK Grocery, testing consumer mood & sentiment and evaluating competitors.
Our work also included; refining product profiles and crafting SKU naming to deliver a range that truly reflected our new, tasty proposition.
The pack presentation is complemented by our new strapline - We forage for your Porij.
PORIJ is the only brand to make great tasting breakfast their sole mission, helping consumers make every meal count with a truly sumptuous start to the day.
The PORIJ brand promise;
We help you love your tastebuds, no matter how brief the moment.
“After taking on a lot of heavy criticism and buyer feedback with our previous brand Epic Oats. I came to Threesixty with my head in my hands. Not knowing what to do. I was left absolutely speechless with the result. Could not have asked for a better outcome.”
Daniel Simpson
CEO & Founder