Free FMCG opportunity audit
Most FMCG campaigns fail because they lack distinctiveness — and aim at a space that's already taken.
We run a free opportunity audit: category white space, consumer insight, competitor review — and give you a straight read on where the real gap is. No pitch deck. No retainer talk. Just where you could go next, and why.
Apply for an auditThe reality on shelf
The most competitive space in your business is three feet wide.
Who this is for
Built for brands done with the obvious move
This is for FMCG brands looking for a disruptive new approach — not another version of what's already on shelf.
- 01 Past the proving-it stage and under pressure to find the next move
- 02 Operating in a category that's crowded, copycat, or both
- 03 Planning a launch, an extension, or a reposition — and don't want it to be a me-too
- 04 Tired of decisions made on instinct and looking for evidence to back — or challenge — the gut
- 05 Heard the same proposals from current partners that don't hit the spot
The problem
Every shelf is full. Every competitor is watching the same trends you are.
So the obvious moves get crowded fast. The instinct-led ones are a gamble with real budget behind them. And "white space" gets talked about a lot more than it gets found.
It's hard to know which gap is genuinely open, genuinely wanted, and genuinely yours to take.
What the audit actually is
A focused version of our opportunity-spaces work across three lenses.
Actual analysis. Not a template with your logo dropped in.
Lens 01
Category white space
Where demand or positioning is going unmet or under-served — not just where the shelf has room.
Lens 02
Consumer insight
What's really driving your category, and who's being ignored by everyone currently in it.
Lens 03
Competitor review
Where your rivals are crowding, where they're weak, and where they've left a door open.
What you leave with
Three white-space territories we've identified in your category. The one we'd back, and a clear reason why.
Plus
2–3 routes-in and creative expressions to help you see a genuinely different and new way in.
What it isn't
We'd rather be straight with you.
The audit shows you the opportunity and proves we can see your category clearly. It is not a finished strategy, a positioning, or a final creative route.
You'll leave with a genuinely useful read on your category and some creative inspiration to help you see a different and new way in.
Why we give it away
Fair question. Two honest reasons.
No smoke. No mirrors.
It's the best way to show how we think
Far better than a credentials deck telling you we're clever. You see the thinking. You judge the quality. If it's useful, we'll talk.
Most brands we'd want to work with haven't heard of us
If the audit's useful and we're a fit, we'll talk about going further. If not, you keep the audit and ideas, and we part on good terms.
How it works
Four steps. No faff.
Step 01
Share a few details
A short form and ideally a briefing call so we understand your category, situation, and what you're trying to solve.
Step 02
We run the audit
Actual analysis across the three lenses. Not a template with your logo dropped in. This takes time, which is why we run limited numbers each month.
Step 03
You get the read-out
A tight summary document, or a 30-minute call to walk you through it — your choice. The findings are yours to keep.
Step 04
If there's a route worth taking
We'll show you how we'd approach it. No obligation either way. You decide if you want to go further.
Proof
Brands we've worked with
Identified the territory that became Jason's Sourdough's platform for national distribution — from a kitchen table idea to £100m+ in five years.
Helped Renshaw find a clear brand vision after years of operating without a distinctive positioning in a mature baking-ingredients category.
The work is led by Richard Rawlins and the Finn strategy team — FMCG specialists, not generalist agency planners. Category experience is what counts here.
Where we come in
Find the gap. Then build the idea that owns it.
Apply for your free audit
We run a small number each month. Tell us about your brand and we'll come back quickly — with a yes, or a straight no.
Apply for an audit