Vypr Product Intelligence
Discover what your target customers think of your brand and products.
Wildfarmed Case Study
Wildfarmed is on a mission to fix broken food systems by making regenerative farming mainstream – starting with better bread.
With Vypr’s fast, reliable consumer insight, the team has been able to scale confidently, shape messaging that resonates, and launch products that meet both environmental values and everyday consumer needs
“Vypr has helped us move fast with confidence, knowing that both our product and our messaging are consumer driven.””
About Wildfarmed
Wildfarmed is a regenerative food and farming business on a mission to fix broken food systems, starting with the humble loaf. Founded by musician-turned-farmer Andy Cato, Wildfarmed grows wheat in a way that restores soil health, promotes biodiversity, and reconnects consumers to nature-friendly food.
With a focus on high-quality, sustainable ingredients, the brand quickly gained traction with artisan bakers and top restaurants. But to drive real change, Wildfarmed set its sights on the mainstream market.
The Challenge
While sustainability is top of mind for many consumers, terms like “regenerative farming” remain widely misunderstood. For Wildfarmed, the challenge was twofold:
Educate and connect with consumers who care about the environment but may not fully understand what “regenerative” means.
Scale up by creating a product range that resonates with everyday shoppers and stands out on crowded supermarket shelves.
To do that, they needed rapid, reliable insight into what consumers want from their bread, how they make purchasing decisions, and how best to communicate Wildfarmed’s mission – on pack and beyond.
How Vypr Helped
Vypr enabled Wildfarmed to move fast with confidence, validating everything from brand messaging to product positioning in real time. Keyways Vypr supported their journey:
- Consumer understanding: Deep segmentation of bread buyers by demographics, values, and shopping habits (e.g. Waitrose shoppers vs. others)
- Message testing: Identified which regenerative farming messages were understood and which truly resonated.
- Product development: Gathered insight on consumer expectations around sustainability, quality, and health to inform product briefs.
- Campaign support: Delivered rapid steers to shape successful marketing activations, including a Yeo Valley partnership.
- Speed & agility: Gained feedback within hours – even during meetings or before a pitch reducing the need for long, traditional research cycles.
Successful Outcomes
Thanks to Vypr’s agile consumer intelligence platform, Wildfarmed achieved the following outcomes:
New Products
Developed a new range of bread products built on data-backed consumer preferences.
On-Pack Messaging
Created on-pack messaging that communicates their regenerative mission clearly and effectively.
In-Store Success
Shaped marketing campaigns that drove engagement and in-store success.
Pitch to Scale
Built a confident pitch to scale into major grocery retailers, backed by insight.
Increased Speed to Market
Dramatically increased their speed to market, decision-making clarity, and understanding of their evolving audience
Want to go deeper on regenerative farming?
Wildfarmed is leading the way, but most shoppers are still in the dark about what regenerative farming means. Our upcoming report reveals the awareness gaps, the price barriers, and the biggest opportunities for brands to break through.
Want the full picture? Pre-register now for exclusive early access to the insights before they go public.
Ready to build better products, faster?
Discover how Vypr can help you connect with your consumers, optimise your messaging, and launch with confidence.
Get in touch with our team today to learn how Vypr can power your product intelligence.
