↳ Challenge
InTheCan set out to launch a line of premium, sustainable canned meals for a quality-conscious audience. They needed support to define the concept, brand, and a solid business strategy. In addition, they wanted to finance their first production round through crowdfunding, while ensuring an effective go-to-market plan targeting both exclusive retailers and online customers.
Working closely with the founder, we carried out a comprehensive market and insight process to define the concept and brand foundation. The result was a clear brand profile that reflects both the high quality and sustainable focus of the products. Based on these insights, we developed a focused go-to-market strategy centered on selective distribution in gourmet and specialty stores. To finance the first production run and validate the product in the market, we created and launched a successful crowdfunding campaign.
↳ Approach
↳ Result
InTheCan products are made with locally sourced meat from Dyster Gård and Norwegian-grown vegetables whenever available. The food is packaged in fully recyclable metal cans, offering long shelf life that helps reduce both food waste and energy consumption. The products are now available in several exclusive outlets, including Gutta på Haugen, Maschmanns Matmarked, Revir, and Ostebutikken. Market feedback has been overwhelmingly positive. As an example, the outdoor retailer Revir stated: “We’ve never sold out of anything as fast as @inthecanoslo’s chili con carne - it took three hours from posting to an empty shelf.” Renowned chef Tom Victor Gausdal, Bocuse d’Or silver medalist and co-owner of Lava Oslo, summed it up best: “The world’s best canned food is coming soon.”
