Rafkin and his team led the development of a joint venture partnership between Birds Eye frozen foods and Canyon Ranch, the country’s preeminent spa lifestyle brand, to create an all-new line of indulgently healthy, spa-inspired frozen foods sold in supermarkets.
The objective of the partnership was to enlarge the target market from ‘spa-goer’ to ‘wellness seeker,’ by tapping in to aspirational consumers who wanted to make clean, healthy, spa-like frozen prepared foods a part of their everyday lives.
The project included development of brand strategy, identity, product lineup, business planning, and market launch, including negotiations with Canyon Ranch on licensing and royalty arrangements.
Through extensive market research with executive chefs and wellness-oriented consumers, Rafkin and his team developed a highly appealing co-brand and a four-phase launch plan that brought a small piece of the spa lifestyle into local supermarket freezer cases.
