A baby food brand · Baby food
How We Helped Grow the Baby Food Category by +7% with Better Signage
Why clarity outperforms creativity in baby food aisles.
30 December 2025
Background
A leading international baby food brand and Tesco needed to simplify a category parents often find overwhelming. The objective was clear: make it easier to shop, faster to navigate and more commercially effective.
What We Tested
Three signage setups across a 6-bay range:
- Control: no signage
- Test 1: educational messaging
- Test 2: fun, playful messaging
We measured shopper experience, time spent and sales impact.
Results
- +7% category sales uplift with educational signage
- Shoppers navigated the aisle significantly faster
- Educational messaging beat fun signage on all key metrics
The Impact
The winning signage was rolled out in store with confidence. The test validated a business case that blended shopper empathy with return on investment, proving that smarter signage is not just nice to have: it drives growth.