Case study · Own label
From concept to live own label — in one commercial journey.
Client: UK chilled food brand · own-label partnership with national retailer · names withheld
The challenge
A successful branded chilled supplier had been approached by a major retailer to develop an exclusive own-label range. The opportunity was significant — but the process was unfamiliar. Own label demands a different commercial model: shared margin targets, joint development timelines, technical sign-off gates and absolute compliance rigour. The client's team knew branded supply. They didn't know how to navigate retailer technical teams, factory trials and the path from concept kitchen to live SKU.
What we did
ADS Commercial Ventures project-managed the full own-label journey — commercial lead from first concept workshop through to launch day on shelf.
Concept & ranging
Category gap analysis, margin modelling, range architecture and joint business plan signed with retailer buying team.
Recipe & specification
Briefed development kitchen, managed cost-down iterations, aligned nutritional targets and pack design with retailer brand guidelines.
Technical & compliance
Factory trial management, HACCP documentation, allergen validation, shelf-life testing and retailer technical audit preparation.
Commercial sign-off
Cost price negotiation, promotional mechanics, supply chain SLAs and EPOS setup coordinated across buying, technical and finance.
Launch & trading
Phased roll-out to 620 stores, launch-week availability monitoring and 13-week trading review with retailer category team.
The results
Six SKUs live on shelf in 620 stores — on time, on spec, and trading ahead of the joint business plan from week one.
- £4.8M retail sales in year one — 12% above forecast
- 98.7% availability through launch quarter
- Range extended with two additional SKUs in year two
- Branded parent business retained — own label added incremental margin, not cannibalisation
"Adam held the whole process together — buyers, technical, our factory, finance. He speaks every language in the room and nothing slipped through the cracks." — Managing Director, UK Chilled Food Supplier