The team at Heartland Food Products Group works to help people live happier, healthier, and longer lives by making it easier to reduce their sugar intake. In 2020, their brand, Splenda, introduced two versions of Diabetes Care Shakes to Walmart stores: 3-counts of French Vanilla and Milk Chocolate. Now, they were hoping to see an expanded assortment on Walmart shelves.
Once aligned on this goal with their Walmart Merchant, they dove into Scintilla Shopper Behavior to better understand the customer and develop a strategy going forward. Data from the Switching and Best Customer reports showed that they were driving a new, loyal consumer to the category who were spending more than lapsed customers. Next, Assortment Deep Dive showed that their products were an incremental addition to the segment and had the least amount of interaction compared to others. And Splenda was competitive to the remaining category against key shopper metrics like repeat percentage, exclusivity, and loyalty.
