4Legs Chicken and Beef Rolls: We found the chicken. Still looking for the beef.

4Legs Chicken and Beef Rolls: We found the chicken. Still looking for the beef.

An Australian provider of chilled pet foods, 4Legs is an innovator.

We investigated their latest NPD and found good availability, and highlight an opportunity to satisfy even the fussiest dogs – and their owners!

4Legs Dog Food - Chicken and Beef Roll

4Legs offers natural, fresh chilled and 100% preservative free pet food, without artificial colours, flavours or added sugar. They have Chicken and Beef rolls in their product portfolio, both of which have received great consumer reviews.

Seeing as it is such a popular product range, we thought it would be interesting to see how well these products are being executed on the shelf.

Retail Execution

We sent our network of shoppers into Australian supermarket stores to photograph & survey this product range. Different store formats in various regions were visited, and the table below outlines our rating of how well this product range was executed.

Aglo NPD Rating

Number of stores audited with product

Distribution

24|30

Product was distributed in 80% of total stores audited

Number of assortment (number of varieties) found on the shelves

Assortment

10|25

Product was distributed in 80% of total stores audited." >60% of stores had only 1 SKU displayed on the shelf

Number of facings encountered on the shelf

Facing

12|20

Product was distributed in 80% of total stores audited." >Only 36% of stores had 2 facings. In addition, there is a lot of empty space on the shelf in this category. (refer to store photos)

Product ranged or not ranged (if shelf is empty)

Availability

15|15

Product was distributed in 80% of total stores audited." >In stores which has this product ranged, there was ample stock available. Hence, it has good shelf availability

Product location - top / middle / bottom shelf

Shelf Location

2|4

Product was distributed in 80% of total stores audited." >56% of products were located on the middle shelf (no clear planogram)

Number of retailers ranged (Aldi, IGA, Woolworths, Coles)

Retailers

2|4

Product was distributed in 80% of total stores audited." >Products were ranged at both major retailers (Coles and Woolworths)

If the product is available in retailers online shop

Online Shop

1|1

Product was distributed in 80% of total stores audited." >Products were displayed in the online store catalogues.

If product has been promoted in retailer catalogue (in CBD area)

Catalogue

0|1

Product was distributed in 80% of total stores audited." >No product in Woolworths and Coles catalogue (CBD) in August 2018.

TOTAL

66|100

Product was distributed in 80% of total stores audited." >4 Legs can improve their assortment on shelf, displaying both SKUs to shoppers

Stores Surveyed

• 56 Stores: Coles and Woolworths

• Period: Aug 17th to Aug 19th

For 4Legs Dog Food – Chicken and Beef Roll, extending distribution is the main opportunity for this NPD. By using crowdsourcing to research & better understand the category and shelf layouts in stores, 4Legs Dog Food – Chicken and Beef Roll can obtain data to negotiate with retail buyers for additional space for this NPD.

If you are launching a new product, we can help with ensuring successful execution in your partner stores. Talk to us to find out how you can leverage crowdsourcing & AI in your business.

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