Beck Flavors
Advertising & Marketing Solution:
Helping a flavor manufacturer diversify is product line.
Beck Flavors sought to diversify its line of vanillas and vanilla extracts sold to food manufacturers. Through its own research, it identified the coffee flavorings market as a potential new segment. But competition was already entrenched. MediaCross undertook a market research study of how coffee roasters in America used coffee flavorings, who they purchased them from, what they liked and disliked about each competitor, what they paid when they purchased, and the specific flavors and volumes with each purchase. We then helped Beck create a new brand, Beck Café, formulated a positioning and pricing strategy, provided sales training, then rolled out a trade marketing campaign to roasters. In three years, Beck cracked the top three brands of flavorings sold directly to coffee roasters. By year five, it had achieved #1 brand status. The company was then sold to Danisco Cultor, the food ingredients giant from Denmark.
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