Saturday February 22, 2020

Glenilen Farm changes culture after consumer research

The company plans to be bolder in its brand messaging to attract younger consumers with the ‘healthy and clean’ Live Yogi range

9th February, 2020
Alan and Valerie Kingston of Glenilen Farm: ‘We still want to be seen as classic, clean and simple, but we know we need to engage more with consumers’

When Alan Kingston commissioned consumer research into his Glenilen Farm brand, the west Cork dairy farmer was in for a rude awakening. Shoppers felt that his products were “too polite”.

Kingston said the study by Spark Research in 2018, which involved eight focus groups, was the “farthest-reaching and most scientific” research carried out by his company to date.

“We found out that we were seen as a quiet brand on-shelf. We didn’t...

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