Kent Precision Foods Group (KPFG) develops, formulates and packages dry mix food products for both consumers and foodservice channels. Specifically formulated for use in healthcare facilities, their line of Thick-It® products helps make eating safer for those dealing with dysphagia, the term for a range of swallowing difficulties. The dysphagia market is huge and growing. Currently more than 590 million people worldwide are living with it. First to market in 1987, Thick-It is a proven pioneer in this category and number one retail brand.
With goals to strengthen brand perception and enhance market share, Thick-It enlisted Dovetail to conduct a comprehensive brand audit which resulted in refreshed brand positioning and an ingredient-based master brand architecture strategy. The evolved logo and packaging visually communicate the new brand position. We also launched a new product line to speech language pathologists, dieticians, nurses and caregivers that included sell sheets, white papers, and training decks.
Together, we formulated a new, more compassionate brand voice and marketing elements that differentiate Thick-It in a way that instills dignity and confidence—something we all need to fully enjoy life.