Supporting retail brand teams in developing new products
For the launch of its new range of yoghurts and fromages blancs, Paysan Breton is drawing on the expertise of its category management teams to support retailers in the highly competitive ultra-fresh market. Interview with Marine, a Category Manager, to present this support initiative.
Building a solid proposition from the outset
The role of the category manager is to help the marketing teams at retail outlets grow a product category and maximise its commercial performance. For this new Paysan Breton range, the process started in January 2025, well before the actual launch.
The initial phase was about getting a firm grasp of the ultra-fresh category - analysing the market, studying the competition, tasting products and identifying key contacts amongst our clients. It was a whole new world for the brand, a market segment to explore and construct.
Promoting the innovation and endorsing the legitimacy of the brand
A comprehensive innovation review was proposed at the initial exploratory meetings with retailers. The aim was to pitch Paysan Breton’s distinctive positioning, understand consumer expectations and demonstrate how the new range responds effectively to these expectations.
The discussions covered recipes, packaging, and the brand’s commitments, all closely aligned with its identity. Target consumers, average weekly sales targets, recommended retail price, pack configuration and proposed shelf positioning were also agreed.
Finally, a support plan was put forward to help promote the product range in stores. There was a clear objective: to demonstrate that the range deserved a place on the shelves and secure retailer listings.
A highly favourable response from retail chains
Meetings were held with all the major French retailers between May and September 2025 with a view to a launch in February 2026. Feedback was extremely positive; the range was considered relevant and perfectly aligned with the Paysan Breton offering.
The fromages blancs were seen as a natural fit with the brand and immediately found favour. The yoghurts packaged in sharing tubs, a new concept for the French market, prompted more discussion but also generated strong interest among retailers, who were attracted by the innovative approach.
Product tasting, a key driver in winning retailers over
Product tasting was an essential part of the presentations and made all the difference. The recipes - made with Breton milk, French fruit and no flavourings, colourings or preservatives - together with the indulgent, creamy textures, were a unanimous hit: this is marvellous!
Feedback was particularly enthusiastic about the taste quality of the products. The new range is aimed at consumers who value taste, quality and CSR commitments, and fully reflects Paysan Breton’s values - authenticity, indulgence and responsibility.
A collective effort to put the range on supermarket shelves
The success of a launch depends on genuine teamwork. Several areas of expertise within the department were called upon:
- Category Management: market expertise, category sales analysis, assortment and listing recommendations and promotional support plans.
- Merchandising: shelf-placement strategy to identify the best position in the highly competitive ultra-fresh category, which includes major brands with significant resources invested.
- Trade marketing: use of activation tools for in-store sales forces (POS materials, shelf stoppers, shelf-edge strips, in-store promotions, etc.).
There were two objectives: to convince retailer marketing teams to list the range, and to ensure it was given optimal visibility in the store, in order for the Paysan Breton range to establish a lasting presence in the ultra-fresh category.
An ambitious, meaningful challenge
Entering a new category with a truly innovative approach - launching seven products simultaneously - is a particularly exciting challenge. Everything had to be constructed from scratch: category expertise, contacts, positioning and communication of the range.
This launch marks a key development for Paysan Breton - we have a unique and coherent product with which we’re taking on a market already dominated by established players. It’s also a great collective project that serves a common goal - to add value to the milk our farmers produce and to offer consumers a range of gourmet products that are responsibly produced and rooted in local communities.
To achieve a successful launch, we all have to pull together - a real team effort!
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Marine
Category Manager, Paysan Breton
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