Danerolles: How a fresh dough brand regained strength at home and beyond

Danerolles, a fresh dough brand, increased value market share and awareness across Europe by launching new brand packaging with bold colours and a new brand idea that better represented its enthusiasm for food enjoyment.

Executive Summary

In 2016, Danerolles was a beloved but outdated fresh dough brand, struggling to maintain share and relevance amidst copy-cat private label competitors and the allure of the in-store bakery. Previously owned by Danone, the brand was sold to a private investor in 2012 and now operates in the BENELUX, Finland and Denmark markets. In Danerolles' home and largest market, the Netherlands, the fresh dough market had been stagnant for 15 years. The sub-segment "fresh dough for croissants" started to decline from 2012 by 5% volume each year and, due to market share dominance, Danerolles was losing substantial sales....

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