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SPAR Challenger Brand programme: Supporting innovative NPD

April 14, 2021 IN THE CATEGORY: Feature articles

As part of the Buying Better Together strategy, SPAR actively collaborates with Challenger Brands. These on-trend brands are disruptors in their respective categories, outperforming their established competitors and growing market share thanks to innovative NPD and savvy marketing.

Challenger Brands are young companies that challenge established large FMCG brands, changing the marketplaceā€™s status quo. These brands typically grow 2-3 times faster than their fair share, according to a 2019 McKinsey study on disruption in the FMCG market. Challenger Brands are typically local heroes with a proven track of success in one or more markets.

With consumers continuously looking for more novel brands, SPAR International identifies and champions these challengers, thereby providing SPAR countries with the opportunity to create differentiation and increase their instore offering.

An exciting development within the SPAR Challenger Brand programme has been the launch of Oatly in Austria.

Read more about this launch and the Challenger Brand programme in Contact International.