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KP Foods

KP Foods

KP Foods’ crisp division was in the intensive care ward and in urgent need of a new strategy after the failure of a blue chip consulting firm to identify a viable solution.

A rapid situation analysis demonstrated firstly, United Biscuits’ (UB) financial aspirations could not be met under any realistic scenario and secondly, that KP’s segmentation model did not reflect the consumer reality.

Having revised UB’s expectations, a number of strategic alternatives were identified and evaluated enabling the boards of both KP and UB to take quick, informed decisions as to where best and how best to compete in the crisp market against the dominant number one player, PepsiCo.

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