To support the client’s strategic growth into new product categories, we delivered a comprehensive market analysis and execution plan that included:

1. Category Mapping & SKU Targeting
   We began by identifying all relevant product categories within the four target sectors.

2. Category Prioritization Framework
   From the initial broad set of opportunities, we narrowed down to 14 priority sub-categories using a multi-criteria decision matrix that assessed:

• Economic Viability: based on cost structure and margin potential

• Technical Feasibility: compatibility with processing methods and formulation needs

• Market Opportunity: scale and growth potential based on inclusion rates

• Category Attribute Expectations:

• High Water Solubility: critical for clear beverages and emulsions

• Allergenicity Considerations: given its derivation from egg

3. Competitive Benchmarking
   We benchmarked existing products and ingredients in each category to:

• Understand functional expectations (e.g., texture, flavor, solubility)

• Identify potential white spaces for egg-derived protein

• Position our client’s ingredient based on value-added attributes

4. Customer Identification and Outreach
   Leveraging the category shortlist, we curated a target list of relevant brands and co-manufacturers. Outreach was tailored per category to:

• Introduce the novel protein

• Highlight technical and nutritional benefits

• Offer samples for initial prototyping and evaluation