Les Petites Pousses, launched in 2017 by Stéphanie Rome, is a pioneering brand of 100% plant-based, soya-free, organic French yoghurt, and is facing stiff competition from the major international food industry groups and private labels in the ultra-fresh, plant-based market. The launch of Wonder Pea in 2023, the very first range of spread-like vegan-friendly desserts made from a product that was, to say the least, unexpected - organic pea juice from France - prompted Stéphanie to ask herself what development strategy she should adopt to give her business a new impetus: should Wonder Pea be marketed in the plant-based, ultra-fresh, dairy market, which is well known to the company, or should it venture into the snacking market to attract new consumers? If snacking appears to be a relevant source of growth, how can Wonder Pea adapt to successfully enter this competitive market with its complex specificities?
Based on a file containing ail the necessary information, you will have to take the necessary decisions for Les Petites Pousses, i.e. define a marketing strategy and propose an action plan. You will then have to formulate recommendations to help the founder better communicate the responsible and sustainable dimension of her products.