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M&M Food market logo

Breathing New Life into M&M Food Market

An insights-led journey to revitalizing the M&M Food Market brand

A wooden plate of fried food, tomatoes and greens with mustard and ketchup.
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M&M Food Market, formerly known as M&M Meat Shops, is a Canadian chain of specialty frozen food stores.

In 2014, M&M Meat Shops started a journey to take a tired brand with a declining consumer base to a modern brand built for growth. With a willingness to take the time to do it right and build a future grounded in consumer insight, the new management team partnered with SW&A.  

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SW&A embarked on a research journey with M&M Meat Shops that included consumer shop-alongs, collaborative online one-on-one interviews, and an in-depth segmentation study. Qualitative and quantitative research was conducted to identify who to win with and how to win. 

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Our research uncovered many significant insights for the client: 


The current M&M Meat Shop white packaging made decision making harder for consumers.

The in-store counter was polarizing and felt overwhelming.

The M&M Meat Shops name did not represent the breadth of the product offering.

The products needed to be recognizable and contemporized.

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A new food portfolio was created with 400+ packages redesigned, 200+ new products launched, and over half of the portfolio being new or reformulated. The retail network was also revitalized with rebranding and the new design. M&M Food Market has since seen an 8% increase in new and reactivated customers and a 4% increase in same store sales growth vs. the pre-campaign trend.

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