Imagine Collective

The Challenge

An established food brand working with Imagine Collective was presented with an opportunity to develop a new product range following a specific request from one of its distribution partners.

The distributor had identified a gap in the foodservice market and saw an opportunity for the brand to develop products that could meet the needs of hospitality operators and create a new commercial offering.

However, turning the opportunity into a market-ready product required more than developing a new recipe.

The brand needed support in translating the distributor’s requirements into a commercially viable product range, considering ingredient selection, cost of goods, product positioning and the expectations of foodservice customers.

There was also an opportunity to launch the range directly to the distributor’s customer network through an upcoming industry event, creating a clear commercial deadline for product development and market introduction.

Our Approach

Imagine Collective worked closely with the brand and distribution partner to guide the new product development process from the initial opportunity through to commercial launch.

We helped translate the distributor’s request into practical product concepts, developing examples and recommendations that gave the brand a clear direction for the new range.

Our involvement included supporting ingredient selection, evaluating product requirements and reviewing cost of goods to ensure the proposed offering balanced product quality, commercial viability and competitive foodservice pricing.

Throughout development, we worked collaboratively with the brand to align the product offering with the distributor’s market requirements and the needs of hospitality operators.

We also supported preparation for the product launch, helping position the new range for presentation at a distributor event attended by prospective foodservice customers.

The engagement extended beyond product development. Imagine Collective supported the commercial relationship between the brand and distributor, establishing a pathway for the new range to be made exclusively available through that distribution partner.

Following the launch, our team moved directly into market activation, taking a boots-on-the-ground approach to introducing the products to hospitality venues, creating trial opportunities and driving customer demand through the exclusive distribution network.

A Critical Commercial Outcome

The new product range was successfully developed and launched through the distributor’s industry event, creating an immediate opportunity to introduce the offering to hospitality operators.

Interest in the products was evident even before the official launch, with strong demand for samples from prospective venue customers demonstrating early market enthusiasm for the range.

The products are now exclusively available through the distribution partner, creating a dedicated route to market and strengthening the commercial relationship between the brand and distributor.

Imagine Collective continues to actively represent the range in the market, engaging hospitality venues directly, generating product trial opportunities and directing sales enquiries back through the distribution network.

The engagement demonstrates how identifying a specific market need, coordinating product development and establishing a clear distribution strategy can create new commercial opportunities for an existing food brand.

Rather than simply introducing a product and leaving sales to the distributor, Imagine Collective has remained actively involved from initial concept development through to launch and ongoing customer acquisition.

The result is a new foodservice product range supported by exclusive distribution, strong initial market interest and an active sales development strategy designed to turn early demand into sustainable commercial growth.