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.