Brand-Driven Growth at Goody Foods (Saudi Arabia)

By 7th January 2020June 11th, 2020News
goody saudi arabia brand

Goody Foods is one of the Middle East’s leading fast-moving consumer goods companies. Working closely with Wavelength, a four-day brand-driven growth programme was delivered to the senior brand team in Jeddah. The Brief was very clear. Goody wanted to co-create a consolidated framework that would guide, structure and propel brand-driven growth.

When brands such as Goody have aggressive domestic and international growth plans, focusing on product-focused innovation can only drive growth so far. The objective of the training was to help Goody’s senior brand team understand how they could use their brand as a platform to drive subsequent growth and so address this problem.

Goody was founded in 1969 and was based on a simple premise – to help consumers make more delicious meals. Its brand portfolio spans a number of categories including pasta, tinned tuna and coffee in addition to canned fruits and vegetables. In total it offers more than 200 products and operates extensively across the Middle East.

food brand goody saudi arabia

The Goody team cooking up some great ideas.

goody foods saudi arabia

The good folks from Goody hard at work


brand training saudi arabia

It looks like one member of the team has assumed the management position here d;-)

Here’s what some of the fine folk from Goody had to say about the programme:

Ghormallah Al-Zahrani, Senior Brand Manager

“Thank you so much Darren Coleman for 3 wonderful days, full of learning and energy. We wish you all the best and looking forward for more partnerships in the near future.”

Saad Ahmed, Trade Marketing Manager, Basamh Trading & Industries Group (which owns Goody Foods)

“Thank you so much Darren Coleman. Honestly, words cannot express how grateful we are for the learnings we had from you. Looking forward to reading your book now, ‘Building Brand Experiences: A Practical Guide to Retaining Brand Relevance’.”

Hasan Eid, Trade & Category Development Manager, Goody:

“I have personally learned a lot about brand building and all of its components from this three-day workshop. The sessions were insightful, engaging and fun. I liked how you showcased various brand building scenarios and best selling practices from multiple companies, fields and industries (including two hip hop examples lol). Thank you for your patience in answering some of my basic brand-related enquiries and I wish you good luck in your future endeavours.”

Dr. Coleman, who ran the session, noted:

“These were high-level, experienced brand managers that were competitive, ambitious but above all incredibly thoughtful. As we worked through the programme I encouraged the group to explore and embrace a more experiential approach to brand-driven growth. In FMCG this isn’t always easy, as experiences tend to equate to taste, touch or brand activations. The final-day presentations were impressive. It was clear the group had embraced the ideas that were being put across. It will be interesting to see how they develop.”

Footnote: A special thanks to Khurram Jalaluddin, Chief Marketing Officer at Goody Foods for reaching out to initiate this programme. The help and support of Syed Rakaan, Head of Market Research & Intelligence was also much appreciated.


Why not learn more about the brand education programmes Wavelength runs by clicking here?

Learn more about Goody, their products and the work they do here.


famous brands saudi arabia

>Download Chapter One of my book for FREE here

>Download all the practical tools and templates in the Brand Experience Toolkit that accompanies my book for FREE here

>If you like what you see, why now grab a copy of my book on Amazon?




Leave a Reply