Forbidden Foods: Rolling out Brekky Rice in Woolies

Forbidden Foods: Rolling out Brekky Rice in Woolies

A rice foods company based in Melbourne, Forbidden Foods recently released an organic “BREKKY” rice pudding.

We found their Woolworths rollout to have been executed very well, but we wonder how well their packaging stands out.

Brekky Rice – 2 flavours

Forbidden Foods recently launched their new Brekky Rice flavours – Black Rice & Coconut and Black Rice, Honey & Cinnamon flavours. The NPD is a healthy breakfast rice product that is NASAA organic certified, dairy free, gluten free and uses their signature black rice. The new product was launched into Woolworths, let’s see how well this NPD was executed in-store

NPD Execution

Aglo’s network of shoppers inspected the aisles of Australian supermarkets to detect the new product launch and how it has been executed across different stores formats and regions.

Aglo NPD Rating

Number of stores audited with product



80% of Woolworths’ stores audited had the NPD on the shelf.

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



87% of stores with both SKUs on the shelf. Excellent assortment performance.

Number of facings encountered on the shelf



88% of stores with 2 facings at least.

Product ranged or not ranged (if shelf is empty)



No stores were out-of-stock

Product location - top / middle / bottom shelf

Shelf Location


Consistent location, 90% of products were located on top shelf in every store.

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



NPD was ranged only at Woolworths.

If the product is available in retailers online shop

Online Shop


NPD was available at the Woolworths online store.

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



No product found in the Woolworths catalogue (CBD) in August 2018.



Brekky’s NPD had good distribution & was executed well in stores. The only area of improvement is utilising bigger packaging to increase shelf impact of the NPD.

For Forbidden Foods, utilising bigger packaging for Brekky Rice to increase shelf impact is the main area of improvement for this NPD. By using crowdsourcing to research category & competitor packaging, Forbidden Foods can obtain the necessary information to work out what needs to be done to differentiate themselves on the shelf.

Stores Surveyed

• 40 Stores: Woolworths

• Period: Aug 17th to Aug 19th

* Brekky is currently available nationwide at Woolworths Supermarkets (source:

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