Situation:
Savannah Foods was looking for high margin line-extension to its Dixie Crystals branded sugar.

Task:
Identify brand-marketing opportunities

BDI Role:
We identified a byproduct of the sugar refining process that would dissolve quickly in iced tea and suggested packaging this faster dissolving “waste”—positioning it specifically to tea drinkers as the sugar formulated for iced tea.

Results:
Dixie Crystals Quick’n Iced Tea Sugar was born. It was successfully introduced and remains a solid category leader.