House Foods: Redefining Brand Positioning

Market research project at DO House U.S.

House Foods set out to strengthen the position of their shiitake noodles in a highly competitive U.S. supermarket landscape. The first phase focused on engaging food tastings, giving health-conscious consumers an opportunity to experience the noodles’ rich, umami flavor in a variety of satisfying recipes. This direct, hands-on approach highlighted both convenience and nutritional benefits—two priorities for modern shoppers seeking wholesome meal options.

Building on that momentum, House Foods then conducted an in-depth consumer research, targeting a segment of shoppers who prioritize quality and nutrition. Through detailed interviews and interactive group discussions, they gained essential insights into buyer behavior, brand perceptions, and dietary motivations. With these findings, House Foods redefined their marketing strategy and brand positioning, and gained a clearer understanding of their brand's position and shelf value in American supermarkets, ultimately connecting more meaningfully with their core audience. This strategic blend of product sampling and consumer insights helped them stand out in an increasingly health-focused market.