Topic: The resemiotization of Sugarfree Green to activate 10x growth in e-comm.
The success story of Sugarfree Green illustrates how resemiotization via packaging change led to business growth. Sugarfree is the market leader in the sugar substitutes category in India with a 95% market share. Sugarfree Green is the Stevia variant which wasn’t growing as per expectations. The change of signs and symbols on the pack led to a 10X growth on e-comm sites and 1.7X growth across all distribution channels. The case study was a finalist at the Market Research Society of India’s Golden Key Awards for business impact.