Plum Baby

A challenger brand strategy

Business challenge

Organic Plum Baby needed to regain market share in an increasingly competitive baby food category. Our work covered a broad range of disciplines from brand repositioning to new product proposition development.


Foodie mums and dads rarely tasted their own baby’s food for themselves.

The idea

‘Ban the bland’
A blind taste challenge for parents to highlight the superior taste of Plum Baby organic products against the bland tasting market leaders.