{"id":479,"date":"2021-12-15T15:28:27","date_gmt":"2021-12-15T15:28:27","guid":{"rendered":"https:\/\/keepstone.uk\/consulting\/?p=479"},"modified":"2022-05-21T11:30:37","modified_gmt":"2022-05-21T10:30:37","slug":"muller-milkmore","status":"publish","type":"post","link":"https:\/\/keepstone.uk\/consulting\/muller-milkmore\/","title":{"rendered":"M\u00fcller: milk&#038;more"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Giving the Great British milkman a new lease of life \u2013 delivering farm fresh food to your doorstep<\/h2>\n\n\n\n<p>One of the most exciting brand consulting gigs I\u2019ve worked on was for the dairy company M\u00fcller, shortly after they\u2019d acquired a big chunk of Dairy Crest\u2019s operations, including an odd little business named&nbsp;<strong>milk&amp;more<\/strong>.<\/p>\n\n\n\n<p>Milk&amp;more is the largest employer of UK milkmen, and up-keeper of Britain\u2019s long standing tradition of delivering glass milk bottles directly to the doorstep. Under its previous owner the business was in a state of managed, 10% year-on-year decline. Distribution hubs were slowing being sold off, retiring milkmen were not replaced, and an elderly customer base was beginning to dwindle.<\/p>\n\n\n\n<p>Having crunched the numbers, M\u00fcller approached The Value Engineers, and asked us to come back with some thoughts on how we might go about rejuvenating this quirky little operation.<\/p>\n\n\n\n<p>We kicked off with the usual blend of desk research and category analysis \u2013 quickly identifying the market forces at play, namely the e-commerce behemoth Amazon, and their plans to move into home delivery with Amazon Fresh.<\/p>\n\n\n\n<p>Whilst milk&amp;more\u2019s future as a \u2018corner shop on wheels\u2019 under threat, our hypotheses was that there was room in the market for a more boutique brand, owning the \u2018before breakfast\u2019 slot, and forming partnerships with local farms and smaller, more independent suppliers.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"890\" height=\"534\" data-src=\"https:\/\/i0.wp.com\/keepstone.uk\/consulting\/wp-content\/uploads\/2021\/08\/milkandmore.jpg?resize=890%2C534&#038;ssl=1\" alt=\"\" class=\"wp-image-332 lazyload\" data-srcset=\"https:\/\/i0.wp.com\/keepstone.uk\/consulting\/wp-content\/uploads\/2021\/08\/milkandmore.jpg?w=890&amp;ssl=1 890w, https:\/\/i0.wp.com\/keepstone.uk\/consulting\/wp-content\/uploads\/2021\/08\/milkandmore.jpg?resize=300%2C180&amp;ssl=1 300w, https:\/\/i0.wp.com\/keepstone.uk\/consulting\/wp-content\/uploads\/2021\/08\/milkandmore.jpg?resize=768%2C461&amp;ssl=1 768w\" data-sizes=\"(max-width: 890px) 100vw, 890px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 890px; --smush-placeholder-aspect-ratio: 890\/534;\" \/><\/figure>\n\n\n\n<p>We then developed a series of brand territories, covering themes such as health and wellness, convenience, British traditions, sustainability, and indulgence. Testing these with consumers confirmed there was a strong appetite (pun intended) for a next day, before breakfast delivery option, that could be dialled up (e.g. a last minute Mother\u2019s Day spread) or dialled down (4 pints of milk, some biscuits, and a newspaper).<\/p>\n\n\n\n<p>Workshopping our findings with the M\u00fcller team we refined the product offering from several thousand SKUs, down to the 100 or so most profitable, all built around a clear, simple brand proposition of \u201c<strong>farm fresh foods, delivered before breakfast<\/strong>\u201c.<\/p>\n\n\n\n<p>Fast forward to today, and milk&amp;more has not only established itself as a more premium player, building its online community and harnessing the power of user-generated content\u2026 they\u2019ve secure a new lifeline for the Great British tradition of the milkman, benefitting British farmers, communities, and independent, artisan suppliers in the process.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Discover Milk &amp; More\" width=\"500\" height=\"281\" data-src=\"https:\/\/www.youtube.com\/embed\/GGy8qq9OShA?start=1&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Long list of services:<\/h3>\n\n\n\n<p>This project was delivered during my time as a Brand Strategy &amp; Innovation consultant with the inherently clever and intensely creative&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/www.thevalueengineers.com\/\" target=\"_blank\">The Value Engineers<\/a>.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Desk research \/ trends analysis<\/li><li>Category analysis<\/li><li>Brand territories<\/li><li>Co-creation \/ focus groups<\/li><li>Market research<\/li><li>Brand proposition \u2013 development &amp; testing<\/li><li>SKU reduction<\/li><li>Go-to-market strategy<\/li><li>Communication strategy<\/li><li>Brand identity<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Giving the Great British milkman a new lease of life \u2013 delivering farm fresh food to your doorstep One of the most exciting brand consulting gigs I\u2019ve worked on was for the dairy company M\u00fcller, shortly after they\u2019d acquired a big chunk of Dairy Crest\u2019s operations, including an odd little business named&nbsp;milk&amp;more. Milk&amp;more is the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":480,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10],"tags":[5,6,24,31,29,28,7,3,30],"class_list":["post-479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-healthcare","tag-brand","tag-branding","tag-co-creation","tag-focus-groups","tag-food-and-drink","tag-proposition-development","tag-research","tag-strategy","tag-wellbeing"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/keepstone.uk\/consulting\/wp-content\/uploads\/2021\/12\/milkandmore.png?fit=888%2C444&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/keepstone.uk\/consulting\/wp-json\/wp\/v2\/posts\/479","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/keepstone.uk\/consulting\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/keepstone.uk\/consulting\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/keepstone.uk\/consulting\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/keepstone.uk\/consulting\/wp-json\/wp\/v2\/comments?post=479"}],"version-history":[{"count":0,"href":"https:\/\/keepstone.uk\/consulting\/wp-json\/wp\/v2\/posts\/479\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/keepstone.uk\/consulting\/wp-json\/wp\/v2\/media\/480"}],"wp:attachment":[{"href":"https:\/\/keepstone.uk\/consulting\/wp-json\/wp\/v2\/media?parent=479"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/keepstone.uk\/consulting\/wp-json\/wp\/v2\/categories?post=479"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/keepstone.uk\/consulting\/wp-json\/wp\/v2\/tags?post=479"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}