Healthy Packaged Food & Beverages Brand Name

Advertising & Marketing

We are a Saudi marketing company specialized in packaged food and beverages FMCG. We currently have 3 brands owned by the company in the Saudi market: Goody, Cofique and Treva. We are looking to launch a new brand under health and wellness category, an emerging category in Saudi Arabia.
The brand to offer a basket of healthy food solutions that contains clean, good and nothing but GOOD.
Brand Objective:
A master brand that offers multiple food and beverage categories and segments, relevant to Saudi consumers’ needs and emerging Health and Wellness trends.
Brand Target:
Millennials aiming to reach vitality, youthfulness or rejuvenation through living a healthy lifestyle.

Health and Wellness is no longer nice to have and nor is it just a physical thing, but is of a mental and emotional importance. Many strive for that confidence, stress free and balanced lifestyle.

Brand Target
Based on consumer research, we have identified two Health and Wellness spaces as the brand prime prospect:
1. Vitality:
• Consumer Tension
Being energetic is part of being healthy, but nowadays I can’t maintain my energy and I feel burned out by the end of the day because of my hectic lifestyle and bad eating habits. I wish if I could stay energetic through healthier foods that keep me going throughout the day.
• Consumer Benefit
Feel lively & energetic and do more throughout the day
• Product Benefit
Natural energy-boosting nutrition anytime, anywhere
• RTBs
- Free of preservatives and artificial colors and flavors
- Made with carefully selected, energy-boosting ingredients
- Rich in nutrients: vitamins, minerals, protein, and fiber
- No preparation needed, easy to open packaging, spoon included, etc.
- Low fat/No fat
2. Youthfulness:
• Consumer Tension
Looking young and staying in shape is important to me, and I want to look and feel young naturally through what I eat. However, I find it difficult to make the right food choices because I am not confident in the options available in the market as they are not very effective (full of calories/unhealthy) and they are not tasty.
• Consumer Benefit
Look and feel young; ideal body shape - healthy radiant skin - sharp mind
• Product Benefit
Natural, pure, delicious, “balanced” food that will positively reflect on your body and mind
• RTBs
- Carefully selected, natural ingredients
- Free from preservatives and artificial flavors
- Rich in nutrients: minerals like iron and calcium, vitamins like vitamin D and E, antioxidants, Omega 3, protein, and fibres
- Recipes crafted by experts using top quality ingredients
- Low calories
3. Rejuvenation
Consumer Tension
To slow down the pace of life, be stress-free/worry-free and just relax/spend time to of their own enjoying things they like away from work/life responsibilities and other distractions
• Consumer Benefit
To be healthy without having to compromise on food. Food is a way to relax and wind-down and they like indulge in what I like by having a healthy natural origin
• Product Benefit
Healthy and impactful products like protein shakes, vitamin pills, etc to supplement health
• RTBs
- Carefully selected, tasty natural ingredients
- Free from preservatives and artificial flavors
- Rich in nutrients: , protein, minerals like iron and calcium, vitamins like vitamin D and E, antioxidants, Omega 3and fibres
- Low calories, sugar, salt and fat

A passionate enabler who inspires and
believes in naturalbased goodness.
Brand Character
Primary: Sage
Secondary: Magician

healthy: all natural
Moderen and young

Context and Business Objective
Business Objective:
Health and Wellness brand is inorganic business strategy, expansion into new/grey market. This differentiated approach will help Goody Company to enter new business segment, generate new revenue streams. On the long run, the brand will deliver tremendous growth opportunities for the company.

GOODY TO BECOME THE FIRST COMPANY TO MAKE HEALTHY FOOD MAINSTREAM
WE BELIEVE IN PROVIDING THE BEST FOOD THAT NATURE HAS TO OFFER

Brand Objective:
A master brand that offers multiple food and beverage categories and segments, relevant to Saudi consumers’ needs and emerging Health and Wellness trends.

Launch categories: Snacks and Meals

Market Dynamics:
Saudi Arabia consists of a young, dynamic, educated, adaptive, and receptive nation. In line with the government 2030 vision “transformation vision”, Saudi Arabia is undergoing major changes and pace of the change is faster than ever. The nation carries an open mind and is catching up with the world on multiple levels, such as education, entertainment, gender equality, business, health care, tourism, and culture.

Subsequently when it comes to health and wellness, GCC region is transforming and witnessing changes, governments are also increasing focus and investments into health and wellness of the population: KSA and UAE governments are budgeting significant proportion of their spends towards health affairs of its populations. We also see events concerning Health and Wellness space have increased in recent years – nationwide publicity on yoga, social events, semi-government and corporate-led events. Many big events organized on health and wellness (indicating demand) and a topic of concern / well accepted trend amongst the population: Health, beauty and Fitness.

Food and Beverages is part of the change journey with the emergence and popularity of new concepts and trends (Health and wellness is a growing trend depending currently on international brands or local/home based business mainly offered on ecommerce or imported international brands in key retails)

Market Entry Categories: Bars and Meals: ready to eat and ready to prepare

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