Product
18%
coupon redemption
20%
of Tesco sales during launch
91%
recommend to a friend
Introduction
Bio&Me, known for gut-friendly and nutritious foods, faced a critical launch challenge: introducing a new granola product in Tesco and driving meaningful sales to ensure its long-term success on the shelves. As a relatively new player in the category, Bio&Me needed a sampling strategy that not only reached new customers but also incentivised purchase with precision.
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Challenge
Launching in a competitive grocery space required Bio&Me to hit strong sales targets to ensure their granola stayed on the shelves. The team needed a sampling approach that would not only boost awareness but also convert new customers at scale, driving trials, increasing CRM data, and generating high-quality, review-ready feedback for future promotions.
They also needed a partner who could execute flawlessly, ensuring the campaign’s impact was measurable and effective in driving both trial and sales.
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The Solution
Bio&Me partnered with Sampl to leverage NearStore sampling, with a focus on reaching customers where they shop. Sampl integrated with Bio&Me’s media plan across Facebook, Instagram, and CRM, using Meta’s lead generation forms and a branded microsite to capture high-intent customers. Each sample pack included a £1-off coupon redeemable in Tesco, encouraging customers to make a purchase post-trial.
Every step of the campaign was managed with precision—from validating sample requests to sending multiple email touchpoints and follow-up reminders. Each email drove customers to Bio&Me’s website and included an exclusive 20% discount code, increasing engagement and reinforcing brand loyalty.
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The Results
The results exceeded expectations, achieving exceptional engagement and purchase intent metrics for Bio&Me’s Tesco launch:
- 18% coupon redemption rate, driving robust in-store sales across Tesco, Sainsbury’s, Waitrose, and other leading retailers.
- 20% of the sales in Tesco were attributed to the campaign
- 81% purchase intent from recipients, confirming strong interest in Bio&Me’s new granola and reinforcing its appeal among health-focused consumers.
- 7,617 new CRM sign-ups (40% opt-in rate), providing Bio&Me with valuable first-party data for future engagement and marketing.
- 812 high-quality reviews with an average 4.46-star rating, enhancing credibility and providing genuine feedback for syndication via Yotpo.
- 81% of participants willing to recommend the product, amplifying word-of-mouth impact and demonstrating the power of positive customer experience.
- 82,360 total reach through Meta channels, with a cost of only £0.07 per approved sample request, delivering a cost-effective reach to high-intent consumers.
More importantly, they exceeded Tesco expectations and managed to expand their space in-store. They are now the fastest growing cereal brand in the UK.
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Insights for Food & Nutrition Brands
Bio&Me’s launch with Sampl highlights the power of NearStore sampling to drive trial, build loyalty, and collect actionable insights.
For food and nutrition brands, Sampl’s targeted sampling strategy delivers both immediate sales results and a wealth of customer data, helping brands connect with audiences and secure ongoing brand loyalty.
“Sampl’s precision approach turned our launch into a measurable success, driving in-store sales, building our CRM, and collecting valuable customer insights that we’ll use for future campaigns.” — Michael Cheeseman, Marketing Director, Bio&Me
Conclusion
With Sampl’s NearStore sampling, Bio&Me’s Super Seedy & Nutty Granola launch achieved standout results: 18% coupon redemption, 81% purchase intent, and a major boost in CRM sign-ups. This campaign highlights how precision sampling can drive trial, build loyalty, and capture invaluable consumer insights for food and nutrition brands.
Ready to launch with impact? Discover how Sampl can fuel your next product success.
We care about putting the right products into the right people’s hands, and Sampl helped us find those people. Better still, we’re also converting them into sales, both on our website and in-store.
Michael Cheeseman
Marketing Director
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