LEARN HOW TO GROW the DECLINING, merely functional and traditional old-style category, where a consumer knows what exactly they want and why they need it, where adding new flavors doesn't work.
65% of kefir is consumed in late evening — this is the only part of the day when a woman has time to take care of herself, and not feel guilty in the morning for eating too much at night.
Own bedtime ritual — for better sleep after a hectic busy day.
We managed to win back the market share and go from number 3 to number 2 in Kefir category
BEDTIME KEFIR sells twice better than it was planned;
+3% to the sales of all Prostokvashino kefirs against the dropping kefir market by -4%.
Effie 2020 silver award in food category