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The Compleat Food Group • Buynomics

How The Compleat Food Group Delivers a Triple Win in an Inflationary Market

The Compleat Food Group wanted to optimize their pricing and portfolio to drive volume and profit.



 

The Compleat Food Group is a UK-based food business operating across both private label and branded propositions.

With 17 manufacturing sites, more than 6,000 employees, and a turnover of around £1.3 billion, the group is home to well-known brands such as Wall’s Pastry, Pork Farms, Wrights, Squeaky Bean, Unearthed, Vadasz, Palace Culture, The Real Yorkshire Pudding Co, Harvey & Brockless, and more.

In an inflationary and highly competitive market, The Compleat Food Group had a largely manual view of pricing and pack-price architecture (PPA), relying on spreadsheets and traditional market studies. 

The Compleat Good Group was looking for a shopper-centric solution, one that would:
  • Allow running pricing, PPA, and promotion simulations on its own and competitors’ products, and understand the impact on volume, profit, and revenue.
  • Put the shopper at the heart of decision-making by quantifying how consumers react to the changes, enabling a “triple win” for shopper, retailer, and manufacturer.
  • Replace manual tools and expensive market studies with a platform that delivers pricing and PPA insights fast. 
Results & Impact

"Buynomics helps us optimise our portfolio to drive volume growth, not just cash. Now we can evaluate the impact on profit and revenue within the tool in hours."

Hollistic Approach

“With Buynomics, elasticities are not an input; they are an output of the process. We can simulate price changes for ourselves and competitors across different channels, as well as pack sizes and formats.”


Onboarding 

“Buynomics’ team is very good at supporting you through the process. It is not just a tool; it’s a platform, and it has legs. The Buynomics team sticks with you all the way through the process and beyond.”

— Tino De Oliveira 

Net Revenue Manager Group Head

Make better RGM decisions, faster!

Run agent-based simulations with Buynomics’ Virtual Shoppers AI to optimize all revenue levers, capturing cross-effects, cannibalization, and competition.

2-4%

Profit impact*

95%

Predictive Accuracy*

80%

Faster Decision-making

*Depending on data quality and completeness

Case Studies

pladis testimonial video

"Now we actually have a tool that is founded in data, that uses AI, that has all of the virtual shoppers that are out there being modeled around what the impact might be if we take these actions."

Mike Giambra

Head of Commercial Strategy, pladis 
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Harrys video testimonial

"We are able to see how consumers will react to changes we propose and the impact on competitors as well. So it's really a shift in our thinking—away from assumption-based and survey-based research to data-driven, consumer-led decision-making in our business."

Stephan Hibbit

Senior Category Development Manager, Harry's
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