Good Gracious Great Balls of Bread
Our approach
The Food Foundry developed Good Gracious – Great Balls of Bread as a fully integrated concept in which product development and marketing were designed simultaneously.
Starting from key consumer trends such as snackification, all-day eating and social food moments, we created a completely new bread format: small, oven-baked bread balls with a soft filling and distinctive coatings. At the same time, a bold brand world was built to break with traditional bread conventions and reposition bread as playful, indulgent and social.
Product and brand were developed hand in hand:
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A modular product concept with two dough types, multiple sweet and savoury fillings and a variety of coatings
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A clear brand promise: The new way of eating bread
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A strong visual identity and tone of voice designed for instant recognition and shareability
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Versatile applications across on-the-go, snacking, sharing and event consumption
Marketing insights directly informed product choices such as format, flavour profiles, texture and ease of use, resulting in one coherent and scalable concept.
The result
Good Gracious delivers a completely new bread eating experience that fits modern consumption habits while standing out both on shelf and in foodservice environments. Market tests in schools, restaurants, events, gas stations and catering locations showed almost unanimous positive consumer feedback, with taste, fun and convenience as key drivers.
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A disruptive bread concept that challenges traditional sandwich consumption
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A strong brand where product innovation and marketing reinforce each other
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A scalable platform with room for new flavours, moments and activations
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A proven example of how integrated product development and marketing can create category-level innovation
Good Gracious demonstrates how combining food innovation and brand thinking leads to products that don’t just fill a gap, but redefine how a category is experienced.
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