Heartland Food Products: Driving New Customers to Walmart in the Diabetes Care Shake Category
Leveraging Walmart Luminate to expand your assortment while propelling new shoppers to the category
The team at Heartland Food Products Group works to help people live happier, healthier, and longer lives by making it easier to reduce their sugar intake. In 2020, their brand, Splenda, introduced two versions of Diabetes Care Shakes to Walmart stores: 3-counts of French Vanilla and Milk Chocolate. Now, they were hoping to see an expanded assortment on Walmart shelves.
Once aligned on this goal with their Walmart Merchant, they dove into Walmart Luminate Shopper Behavior to better understand the customer and develop a strategy going forward. Data from the Switching and Best Customer reports showed that they were driving a new, loyal consumer to the category who were spending more than lapsed customers. Next, Assortment Deep Dive showed that their products were an incremental addition to the segment and had the least amount of interaction compared to others. And Splenda was competitive to the remaining category against key shopper metrics like repeat percentage, exclusivity, and loyalty.
With all of this data backing their approach, they proposed expanding the assortment into new flavors and sizes, and their Merchant agreed. This led to the inclusion of a 6-count and 12-count option of their original flavors as well as two new 6-count flavors: Creamy Strawberry and Café Latte. Since their inclusion, the updated assortment has continued to show incrementality.
Read the case study to take a closer look at how Walmart Luminate provided Splenda the tools to drive towards their own goals while aligning with Walmart’s customer-centric strategy for the category.
References:
Proprietary First-Party Data, Walmart Luminate 2024.
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