Case Study: Berties Bakery

Category Analysis Case Study with Berties Bakery by Dynamic Reasoning


Opportunity for Bertie's Bakery:

 Based in Northern Ireland, Bertie’s has a strong heritage and expertise in baking, offering genuine innovation alongside an authentic and traditional range of great quality (and delicious!) bread, morning goods and cakes *.

Bertie’s Bakery approached Dynamic Reasoning as they wanted to work in partnership with Henderson Retail, a leading convenience and community retailer in N.I., to establish a strong presence as a hero bakery brand in a wide number of stores.

How we helped:

The challenge they faced is that the bakery market in N.I. is crowded with several local bakeries competing for space and shoppers’ attention in store, resulting in the paradox of choice **.

We worked with Bertie’s Bakery to analyse the market, identifying proliferation that makes it hard for shoppers to navigate the fixture followed by highlighting opportunities for consumers, gaps within the category and the opportunities for Bertie’s Bakery brand.

Dynamic Reasoning summarised the analysis and recommendations into a concise selling deck, visually bringing the category analysis and evidence to life with range, space, merchandising and shopper marketing proposals to drive trial and category sales.

The Result?

Bertie’s Bakery secured a trial with Henderson Retail as the hero bakery with strong in-store presence and 60+ skus and is now expanding into more stores!

We’ve gone from an idea, to being able to show something that is real so it makes for a compelling proposition - Brian McErlain, MD Bertie's Bakery


* Visit to find out more Bertie’s Bakery delicious range of bread, snacks and cakes.


Still reading? Then we highly recommend Paradox of Choice** by Barry Schwartz, released in 2004 this classic sparked our interest in the difference between offering genuine variety that is relevant for consumers, versus confusing them with a multitude of choices that are hard to differentiate.