Once considered premium, Gold ‘n Plump was being de-positioned by new, organic and natural competitors. As a result, Gold ‘n Plump was relegated in the minds of consumers and retailers to commodity status. We conducted scenario planning to develop a snapshot of the market five years into the future and brainstormed a potential line extension (and product features) that would lead future trends. The result: “Just Bare,” a premium, all natural chicken brand. Each package comes with a Family Farm Code so buyers can track the origin of their food. The line’s clear 360-degree packaging also allows people to examine the quality from all angles. In just two years, Gold ‘n Plump ascended from the bottom quartile to top quartile in the industry’s financial rankings.