Kerry Group, an international leader in taste and nutrition innovation, sought to expand its ProActive Health portfolio of functional ingredients. The €7.4 bn (FY 2021) company’s visionary growth required portfolio-level brand positioning and architecture to elucidate its value. At the product level, Kerry’s spore-forming probiotic ingredient called for branded ingredient positioning and identity development to stand out in the surging nutraceutical category.
WHAT WE DID
Informed by B2B ingredient expertise and niche subcategory research, MarketPlace developed global, portfolio-level positioning for ProActive Health. We created the portfolio’s brand blueprint—fundamentals like the brand archetype, value proposition, architecture, and messaging—and told its story through video. For its B2B ingredient launch, we developed branded ingredient strategy, manifested in the value proposition, name, logo, and sales narrative for Sporevia® Probiotic. Today, Kerry remains a paragon of taste and nutrition innovation with business growth to match. In 2022, the company reported notable growth, with group revenue of €8.8 bn.