How Treehouse Boosted Pickle Sales with Tastewise
"The beauty of Tastewise is that you can use the data for so many different things. The idea that you can have a salesperson, an analytics person, an e-commerce person, a ‘Food Away from Home’ person - all using the tool and getting something out of it that addresses the need and their own business is pretty cool, and I don’t think we have any tools that have that sort of broad use."
Relied on outdated research methods, missing real-time consumer trends.
Innovation was a guessing game, hindering new product development.
Lacked the data to make strategic marketing choices for their pickle line.
25% more sales opportunities
More efficient innovation processes
Data-built successful campaigns
Introduction
TreeHouse Foods is a leading manufacturer of private-label snacks and beverages in North America. They faced a challenge in the crowded pickle market. To succeed, they used Tastewise’s data-driven insights to create an innovative campaign that resonated with consumers. This success story highlights not only their product launch but also their commitment to data-driven innovation by implementing new processes that ensure all future campaigns are backed by real-time consumer data.
Challenge
Because pickles are a common menu item, TreeHouse Foods sought data insights to innovate their pickle product line.
- Pickles are a ubiquitous restaurant ingredient, appearing on 45% of menus in the US (according to Tastewise Index).
- TreeHouse Foods knew exactly this when looking to reposition their already successful line of pickle products.
- TreeHouse Foods aimed to refresh its successful pickle line by using data to understand popular pickle pairings for new recipe creation.
Why Tastewise
Tastewise is an all-in-one GenAI platform designed for modern food and beverage brands. It empowers companies like TreeHouse Foods with real-time consumer insights. Imagine a platform that analyzes social media buzz, best-selling menu items, and even predicts future trends – that’s Tastewise.
Here’s how Tastewise helped TreeHouse unlock hidden pickle potential:
- Unveiling Consumer Cravings: Tastewise analyzed social media conversations to understand what people paired with pickles. This revealed a rising number of starfish sandwiches and pickles.
- Data-Driven Decisions: With this intel, TreeHouse made informed choices. They created new recipes, a targeted campaign, and sales materials, all centered around the fish and pickle power couple.
Solution
To understand exactly how people talk about their pickle products, TreeHouse Foods needed real-time data from social media – and fast. The other methods of research that the TreeHouse team used at the time presented outdated consumer insights and weren’t reliable in a quickly changing market.
- Using ingredient discovery within the Tastewise Explore solution, they were able to understand what consumers wanted to eat with their pickles: fish sandwiches!
- The combination of fish sandwiches & pickles has grown the fastest among trending dishes.
- This data point became the driving force behind creating new recipes, shooting an exciting new campaign, and developing compelling sales collateral.
Results
TreeHouse Foods created a successful sales campaign backed by Tastewise’s real consumer data – and it all started by identifying consumer excitement around the combination of fried fish sandwiches and pickles.
This discovery influenced:
- A creative product photoshoot
- A new, data-backed guide suggesting pickle applications for food service vendors
- A new set of recipes shared across all teams and incorporated into sales collateral and presentations
- Commercial materials used in food service restaurant magazines
Ready to revolutionize your brand with data-driven decision-making? Let’s talk.
