Finsbury Food Group chose the right licence for the cake aisle.
Finsbury Food Group is one of the leading producers of licensed cakes and biscuits. Its commercial decisions turn on which characters and properties children care about now, in a category where lead times are long and shelf space is finite.
markets: the UK, then France from 2019
when the partnership began
tracked for movement within the target audience
A licence is a bet with a long lead time
Finsbury Food Group wanted a clear read on the current market situation, to explore opportunities in product development and, critically, in choosing which licences to back.
In licensed food the window is unforgiving. A property has to still be climbing when the product reaches shelf, which means the decision has to be made on where demand is heading rather than where it has been.
Watch the movement, not just the ranking
Finsbury became a client in 2017, taking the live data portal alongside TrendLens reports for a regular, current snapshot of the wider kids marketplace.
The team used it to identify key trends and, specifically, changes in the standing of licences within its target audiences — the direction of travel rather than a single ranking. In 2019 the subscription was extended to France, so the same read was available in a second market.
Commercial decisions with the trend behind them
Being able to identify upcoming trends became a supportive tool in making commercial decisions, and in targeting the audience efficiently in both France and the UK.
The value compounds in a category built on licences: each decision is informed by the same continuous source, so the reasoning is consistent across markets and across years.
The Insights Family has provided us with fantastic insights on the current market situation, being able to identify upcoming trends has been a key supportive tool in making the commercial decisions and target our audience efficiently both in France and in the UK.
Your next licence
Back the property that is still climbing.
Tell us the categories and markets you work in, and we’ll show you where demand is heading.