Range & Portfolio Optimization

Power up your product portfolio.

Efficient, effective and on point.

That’s the aim of every product portfolio and we make it happen. Sometimes that means cutting the zombies and amplifying the reach of products with the potential for healthy sales uplift. Other times it’s about making space for something new and more compelling. Whatever your end-game, we make sure your product portfolio has what it takes to fight for attention and push its way into the hearts, minds and memories of more consumers – online and in-store.

In 2020, 50% of FMCG brands reduced their ranges to be more efficient – and a third have delisted products in the last 6 months.

Range Analyses have very broad and varied applications. Whether you are rationalizing your range to get the most return from your shelf space, informing your longer term NPD strategy, sharing insight with retail partners as category captain - or simply determining the optimal set of claims or benefits to hero on pack or an online product description - the solution must match the objective.

I love working with MMR's team of Range experts, because they always guide my client to the right solution to meet their objectives.

Matt Botham, Senior Account Director

The science of the perfect product portfolio.

Sales incrementality. Cannibalization. Consumer segmentation. Targeting strategies. We can zero in on all these things to help you beef-up your brand range and make it more formidable. And of course, because every brand and budget is different, our solutions are too.

Union 32

Range Explorer

Looking to dig a little deeper than industry standard TURF? Range Explorer gives extra clarity on how to make your range work harder. It even covers things like source of steal and how each of your SKUs contributes.

Path 116


Want to know it all and maximise confidence because de-listing products and launching new ones is a risky business? SURF removes the guesswork and reveals exactly where your best opportunities are – right down to volume sales level.

Union 33


When complex challenges arise with multiple moving parts (e.g. working out the right pack & price strategy) we've got you covered. We tailor everything to meet your objectives, so you get exactly what you need for maximum value

I would highly recommend MMR for any brand grappling with questions on portfolio and pricing.


Our retail experts.

You’ll work with Kathryn & Gareth – our Portfolio and Shopper experts – as well as our dedicated account team who have tons of experience in your category and market.


Kathryn Chase

Director of Agile Solutions

Kathryn has spent over 12 years in the world of FMCG innovation. Her role within MMR’s Method Excellence and Innovation Team allows her to combine her previous experience focusing on idea and concept testing with the exciting challenge of exploring how best to develop agile solutions for the future.

Always curious about uncovering the “why” behind the data, Kathryn has been closely following how technology is increasingly able to bring the voice of the consumer to life - and place it right at the heart of research.

Outside of work, Kathryn’s unintentionally-experimental approach to cookery allows her to happily indulge in another hobby: eating out.

Gareth Pritchard

Gareth Pritchard

Associate Director of Stats and Analytics

With a BSc and Masters in Mathematics & Stats from the University of Glasgow and 15 years of MMR experience, Gareth has worked across an extensive range of commercially applicable stats applications.

These include numerous analytical modelling approaches including proprietary segmentation techniques, advanced conjoint/DCM solutions and many others.




Concha y Toro


Sweet success for McDonald’s McFlurry

McDonald’s were looking to clarify their core McFlurry range, while building a pipeline of the most incremental product innovations for future launches and promotions.

2 Mc Flurry Smarties

A smooth research experience for Diageo

Diageo wanted to re-define their portfolio and pricing strategy for Guinness & Malta Guinness pan-Africa, while exploring innovation opportunities across the region.


Analyzing the current offering for consumer-led growth

Danone partnered with MMR to develop a consumer-led strategy to promote growth.

Danone le bio 1

Illuminating shoppers' path to purchase

Global wine producer Concha y Toro wanted to explore how UK consumers shop for wine, including the diversity of customer demographics and their different shopping missions.

Concha y toro

Quorn up-the-ante in meat-free innovation

Quorn reached out to MMR to help build and optimize the launch of the new ‘Quorn Makes Amazing!’ sub-brand.

Quorn makes peri

News & Insights.

Take a look at the articles below for a quick recap of our latest news, insights and industry trends. You never know what you may find.

Schedule a call with us

If you'd like to understand a bit more about us or find out how we can help solve your challenges, check out our team's availability and book in a call at a time that suits you.

Book a Slot Today

Get in touch

If you'd prefer to chat over email, fill out your details below and we'll get back to you as soon as we can.