Bayer Garden 'Small Lawn' Range of Garden Chemicals

Background

Lawn treatment products have traditionally been difficult to gain distribution in the major grocery multiples like Tesco and Sainsbury etc.

Research has recently shown that the vast majority of new homes built these days have a much smaller garden than previously and that average lawn area is in the region of just 20 sq metres.

Solution

We repackaged one of Bayer's best selling lawn treatment products, "Supergreen" weed feed and mosskiller, in a new smaller size emphasising its suitability for the smaller lawn and demonstrating what a 20 sq metre lawn would look like by comparing it to the area of 2 parked cars.

The fact that this was a soluble formulation made it especially suitable for small lawns, as you just "water it on".

This was immediately listed by the major grocery multiples as it more closely matched their part of the gardening market. Sales exceeded expectations and we have now developed a more complete range of lawn care products specially designed for the "small lawn" market. This whole operation brings 5 new products to market for Bayer without the time taken for new product licensing as all 5 products are existing formulations, simply re packaged in a size and look that ideally suits the supermarkets.