How Scintilla powers innovation

The launch of Kinder’s Frozen line didn’t just make an impact in customers’ kitchens. It showcased what brands can accomplish when they blend tech and data to gain insight across the business. With a reporting pipeline based on near-real-time data from Scintilla, Kinder's powered their ecommerce business with a data-driven growth engine, achieving velocities 3 to 4 times higher than traditional benchmarks.

Here’s how Scintilla helped Kinder transform frozen food from a utility purchase into a proudly plated, restaurant-style experience.

The opportunity: Building on success

Kinder’s previously used Scintilla to help spur growth in Coatings & Batters in 2024, when they launched a punchy new line of flavored coatings to bring in young, flavor-focused customers. It worked: 69% of sales came from customers incremental to the category.

That launch’s impact went beyond the bottom line, though. It also helped Kinder’s develop a repeatable product innovation lifecycle that used a constant flow of data to guide continuous iteration.

With Scintilla insights informing each stage, this scalable strategy could help deliver incrementality anywhere in the business.

The approach: Going beyond the shelf to drive value in digital

For their next venture, Kinder’s turned that approach toward their digital business. They took aim at a diverse set of priorities—brand amplification, launch acceleration, smarter spending—and used Scintilla insights to validate their efforts.

With Digital Landscapes, Kinder’s examined how customers discovered and interacted with their brand. Their findings helped refine their keyword and paid search strategy, ultimately doubling their return on ad spend.

In digital content and findability, fine-grained insights similarly helped Kinder’s improve their content score by 98%. The Kinder’s team also used Insights Activation to build custom audiences to target with video campaigns and product education, growing the brand’s audience and bringing in incremental customers.

Along the way, insights into PDP traffic and conversion helped Kinder’s validate their efforts as they doubled digital penetration year-over-year.

Pairing quality with agility

Simply having access to data is one thing. To maintain their brisk pace of development, Kinder’s needed insights that could keep up.

They used Scintilla BI Link to automate reporting in Power BI. The integration transformed the manual, once-a-week data export process into a fully automated daily report, accelerating Kinder’s speed to insights and enabling them to react nimbly.

The new reporting pipeline was especially helpful for inventory—it could immediately highlight stores where sales velocity was beating expectations, enabling them team to replenish and reforecast.

The results: Carrying the model to the center of the plate

Kinder’s data-driven approach culminated in the launch of their Frozen line.

It was a big leap for a company that specialized in shelf-stable foods, and not a move that they took lightly. But with their Scintilla reporting pipeline built out, they had access to the insights they needed to launch confidently and ensure the new line’s success. As a result, Kinder’s leapt from the center of the store, as they report, “to the center of the plate,” with new lines of frozen chicken wings and French fries.

The move, and the insights behind it, paid off. The fries and wings both became top performers, becoming the #1 contributor to growth in their respective categories. Each captured a sizeable digital audience too, with 32% digital penetration for the wings and 20% for the fries. Perhaps most significantly, each brought new customers to the Kinder’s brand: the wings contributed 70% incrementality to the brand, and the fries 50%.

Thanks to their in-depth reporting and systematic approach to scale, Kinder’s has grown to an annual rate of $185 million in sales.

* L52W as of October 29, 2025