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05/10/2021

Simple Mills Partners to Drive Profitable Innovation

Simple Mills is partnering with IRI to expand the Simple Mills portfolio and overall value proposition for retail partners and consumers. Simple Mills is a pioneer in the clean-food snacking space that ranks for its baking mix, cracker brand and cookie brand in the natural category in over 25,000 stores nationwide.

Robb Bennett, director of Insights and Analytics at Simple Mills, said, “Simple Mills partnered with IRI on a Price Pack Architecture project that drove highly actionable insights for both our current portfolio and new innovations. The IRI team mapped the current price and pack landscape, devised a custom approach to test consumer demand for new concepts across multiple retail channels, and advised on actions based on the learnings — all amid the market uncertainty of 2020. The results played a central role in developing new PPA concepts that will begin hitting the market later this year and enabled us to confidently move forward on innovation. We greatly benefitted from the IRI team’s strategic thinking, research experience and cross-category pricing expertise.”

The partnership is part of IRI’s efforts to guide clients of all sizes in making the most cost-effective investments in pricing, pack architecture, messaging/positioning, and product features and innovation that is expected to strengthen their overall value proposition and profitability.