Optimizing portfolio strategy in a competitive snacking category

Growth

objectives

A global CPG brand wanted to strengthen its revenue growth strategy in the cookies and crackers category by refining price-pack architecture and improving demand forecasting.

Challenge

The client’s Revenue Growth Management and Demand Planning teams were navigating a crowded, highly competitive category. They needed to evaluate optimal price and pack configurations without alienating existing consumer demand or cannibalizing portfolio sales.

Key questions

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How can we better align our price-pack strategy with evolving consumer behavior?

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What’s the right mix of sizes and price points to maximize growth in this category?

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How can we estimate the sales impact of potential changes before going to market?

How we did it

Astrea deployed its PPO Market Sales Estimator, a simulation-based tool designed to forecast sales across different price-pack combinations. Working closely with teams across RGM, portfolio optimization, and consumer insights, we tested new configurations in a risk-free environment and assessed expected market performance.

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Key learnings

The exercise revealed new opportunities to simplify the portfolio while better aligning with consumer value perceptions. It also helped identify underperforming packs that could be re-evaluated or removed without compromising revenue.

Outcome

The client gained clarity on which pack-price combinations would deliver the strongest impact on both revenue and consumer satisfaction—before investing in costly production changes. The findings informed a more confident, insight-driven pricing and assortment strategy.