Shaping strategic focus for growth
Shaping strategic focus for growth
From broad portfolio to focused value creation
HealthyProteins is a young and ambitious B2B supplier of high-quality (organic) plant-based proteins. Its diverse portfolio includes ingredients like almond, fava, pea, buckwheat and rice proteins which can be applied across a wide range of food and nutrition segments.
Johan Kamphuis
CEO
“We started out as a trader in plant-based proteins and had developed a protein blend suitable for toddler milk, but our strategic direction was unclear. Therefore, we partnered up with Hammer to fuel our strategic decisions using fact-based information.”
The strategic question
With rapid growth in the alternative protein landscape, HealthyProteins aimed to sharpen its strategic focus and define clear growth priorities: where can the company best compete, and which combinations of proteins and applications offer the most value?
HealthyProteins asked Hammer to support this challenge by providing market intelligence on the attractiveness of selected application segments on one hand, and the potential to differentiate based on clear and relevant USPs including well-known health benefits of different protein sources
Johan Kamphuis
CEO
“We wanted to move beyond trading and start offering real solutions based on specialty plant-based proteins. To do that, we needed clarity on which protein sources offered the best growth potential and how to differentiate based on strong USPs.”
From market landscape to competitive advantage
To bring clarity, Hammer supported HealthyProteins with a three-step “where to compete” plan. This included:
- Assessing market attractiveness
Provided market intel on consumption volumes, growth trends and plant-based protein penetration for six core applications of plant-based protein, such as baby food and meat alternatives.
- Assessing differentiation potential
Identified relationships between ingredients and functional claims such as ‘vitamin rich’, ‘non-allergenic’ or ‘digestive support’. Explored how the health benefits of ingredients like buckwheat, pea, or fava were leveraged across food categories, enabling HealthyProteins to understand how to position its ingredients based on their nutritional strengths.
- Strategic prioritization
Combined insights from market attractiveness and differentiation potential into a Market Attractiveness vs. Business Ability (MaBa) model, enabling HealthyProteins to compare its strategic options and make informed decisions about where to compete.
A foundation for strategic choices
Hammer provided HealthyProteins with a market overview and delivered a practical framework for strategic portfolio development. By clearly identifying the intersections where market demand and unique protein functionality meet, the company is now equipped to focus efforts where its impact will be highest.
Johan Kamphuis
CEO
“Hammer challenged us and delivered results based on solid data. By carefully listening to our goals and needs, they were able to translate these into a step-by-step approach and ultimately delivered the exact insights that we had asked for. Their unique process aided us in laying the foundations for a focused strategy. We’re glad with the outcome and working with the results to get our base level in place.”
Backed by extensive desk research and robust data analysis, HealthyProteins is now better positioned to align its sustainable mission with a focused growth path, shifting from a broad trading model to a solutions-driven approach grounded in the clear strengths of its specialty proteins.
Contact us
- Phone+31 (0)6 81361694
- Emailralph@hammer-intel.com
