How Treehouse used Tastewise to put the spotlight back on their pickles sales
"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Relied on outdated research methods, missing real-time consumer trends.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.
