In 2015 the gluten-free bread category was continuing to grow. But most of the gluten-free bread options on the market were nutritionally poor and/or tasted awful. Our client, Silver Hills bakery created a healthier gluten-free bread using plant-based ingredients (no eggs, starches or preservatives) which tasted great. We named it, branded it, packaged it and watched it turn into one of the leading SKUs in the U.S. natural food channel.
Since this bread didn’t use sprouted grains, we thought this new gluten-free product could live independently from the Silver Hills brand. Through our strategic process and creative sessions, we created several great name options but landed on Little Northern Bakehouse. The small artisan-style name gave a nod to the Canadian roots of the company while maintaining an approachability that consumers would love. The logo and colour pallets were designed to create warmth and healthy vibrancy in line with the culture and values of the bakery itself.
Package the Bread
Without a budget for advertising, the packaging had to work extra hard on shelf to attract consumers. Since the primary was taste, we made the bold move to communicate this prominently on the front of the package.
Sell-in and Sample
In Spring 2016, Little Northern Bakehouse was launched. We produced hard-working sell-in sheets for the trade and recipe cards, coupons sampling displays for consumers.
Stand Back and Smile
If it tastes delicious, call it delicious. Consumers tried it and not only like it – they loved it. For once, a gluten-free product lived up to its name. The uptake by stores was remarkable.
In less than a year, Little Northern Bakehouse became the number four gluten-free SKU in dollar volume in the US natural channel. It’s still one of the fastest growing breads in the channel with Sales per Point of Distribution (SPPD) growing steadily. The plan for the next few years is to help support the brand as it grows by over 100% each year. That’s incredible.