Oscar Mayer & The Gym Kitchen.

Find out how Vypr helped chilled ready meal manufacturer Oscar Mayer work with The Gym Kitchen brand to optimise and successfully launch its chilled ready meal range.

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“The flexibility of Vypr allowed us to access and build our target audience, asking them specific questions about new products, flavours and everything and anything we really wanted.”

Segun Akinwoleola


Founder of The Gym Kitchen

Who Are The Gym Kitchen?

Founded by Segun Akinwoleola in 2017, The Gym Kitchen has leveraged the rise in sports nutrition, meal prep and quick-service restaurants.

The brand chose to work in partnership with manufacturer Oscar Mayer to translate and create a ready meal proposition based on this concept. Their product range provides ready meals packed with protein and nutrition for ‘health conscious on-the-go individuals’.

Who Are Oscar Mayer?

Oscar Mayer is a leading chilled ready meal manufacturer in the UK, and worked with The Gym Kitchen to optimise its chilled range.

However, the challenge Oscar Mayer had was that they wanted to understand a highly specific shopper / consumer demographic and found themselves not having the right tools to target this group.

“Previously, we had used really small groups. We had used a local gym, so they didn’t give the national breadth that we needed to really test these products. We wanted to start working with Vypr so we could arrange a cohort of people who we would call everyday athletes, and really see if these products were fitting for their diets and for their lifestyle.” – Zoe Capindale, Category Manager at Oscar Mayer

This is where Vypr came in.

How Vypr Helped

By working with the team at Vypr and using its product intelligence platform, Oscar Mayer and The Gym Kitchen could build their ideal target audience, to;

  • Understand their audience’s needs with quick and robust insights, saving time on NPD
  • Test specific recipes and rank for purchasing intent to optimise products
  • Work in an Agile way to bring ideas from hypotheses to commercially viable opportunities

 

Running a variety of Steers on Vypr across different stages of the product development process allowed the creation of a range thoroughly tailored to consumer needs, a core value of The Gym Kitchen brand.

“[Vypr] has enabled us to really speak to our target audience, which in turn has meant that we’ve spent less time on developing NPD.” – Segun Akinwoleola, The Gym Kitchen Founder

A Successful Outcome

The range has now launched in retailers like ASDA and Tesco, ranking highly in the ready meals category.

Products from the range have been listed on shelves for more than a year, indicating a high success rate in the market, and that products have really resonated with target consumers.

Oscar Mayer intends to keep using Vypr as they work with Segun to further expand The Gym Kitchen’s chilled range, testing new recipes and launching into new product areas.

Working with Vypr enabled the Oscar Mayer process to work in a targeted, efficient and agile way, empowering The Gym Kitchen to fulfill its mission of connecting consumers to meals that support their lifestyle.

Vypr Can Help You.

Deliver Winning Products

Vypr offers product intelligence for decision-making on a wide range of product considerations, leading to…

  • Increased efficiency as you lower costs whilst increasing success rates
  • Faster product to market turnaround as you spend less time in endless decision discussions
  • Which simply means, Better Products Faster
“Vypr has been really helpful in evaluating lots of different things, particularly design and product naming to ensure that we land something that customers can really understand without going into a lot of detail” Head of Product Innovation, Waitrose & Partners
vypr can help you

Vypr Can Help You

Deliver Winning Products

Vypr offers product intelligence for decision-making on a wide range of product considerations, leading to…

  • Increased efficiency as you lower costs whilst increasing success rates
  • Faster product to market turnaround as you spend less time in endless decision discussions
  • Which simply means, Better Products Faster

“Vypr paid for itself in the first month. For companies looking to develop profitable, more relevant, less costly NPD, Vypr is a superb investment.”

Park Cakes

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