Kilrock products launch a new product range


We were retained to launch a new product range in to the leading multiple retailers in the Grocery channel.

Kilrock is a UK family business who manufacture a range of highly effective “Household Problem Solving“ products which had traditionally only been distributed to the hardware and multiple D.I.Y. retail sectors like Robert Dyas, B&Q and Wickes.

The founder spotted an opportunity to bring innovation to the limescale removal market through the introduction of high performance tablets encapsulated in water soluble wrappers which provided a controlled dosage that was simple & safe to use avoiding the need to touch the tablet.

We conducted a detailed audit of the key grocery and pharmacy retailers with a view to understanding competitor brands being stocked, pricing and levels of promotional activity. This information was then combined with retail sales data in order to identify the key brand targets in each retailer and the value the introduction of Kilrock would bring to the category.

As with all launches trade presentations were prepared along with a sales and marketing plan including consumer advertising and promotion, key drivers for multiple retailers considering whether to launch a new product range.

Trade meetings were arranged resulting in new business with a number of retailers including Tesco and Waitrose.