Taura Foods is a very successful manufacturer of dehydrated fruit ingredients for food manufacturers all over the world.   To ensure on-going growth Taura Foods were keen to explore new direct to consumer opportunities, both within New Zealand and abroad. Delve Research & Strategy worked with their creative agency, Wave to develop the new consumer brand positioning and packaging concepts.  We conducted a series of focus groups to determine what products, brand and packaging would provide the best opportunity for Taura Foods. With several challenges to identify the target consumer, the category that offers the best opportunity and the complex competitive landscape both nationally and internationally, this project provided a deep understanding to both Wave and Taura Foods from which a clear consumer marketing strategy has been developed.