How We Helped Grow the Baby Food Category by +7% with Better Signage

Background

A leading international baby food brand and Tesco needed to simplify a category parents often find overwhelming. The objective was clear: make it easier to shop, faster to navigate, and more commercially effective.

What we tested

Three signage setups across a 6-bay range:

• Control: No signage
• Test 1: Educational messaging
• Test 2: Fun, playful messaging

We measured shopper experience, time spent, and sales impact.

The Results

• +7% category sales uplift with educational signage
• Shoppers navigated the aisle significantly faster
• Educational messaging beat fun signage on all key metrics

The Impact

The winning signage was rolled out in-store with confidence. The test validated a business case that blended shopper empathy with ROI, proving that smarter signage isn’t just nice-to-have, it drives growth.

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