×
The delivery plan for the 12-month engagement. Months 1–3 specified in full; subsequent phases held in outline and confirmed at each quarterly refresh.
Two tracks, as agreed: three retailer projects, and the always-on intelligence feed underneath them. The first quarter is specified in full and starts on Monday 17 August. The three phases after it hold the commitments already made; their detail is agreed at each quarterly refresh.
Every strand dated and specified: Watch Humans reviews, the Waitrose store walk and campaign, Rodd's Universe 01 for the September board, and the Ambassador Programme setup.
Boots, Co-op, Universes 02–04, the data refresh moments and the pitch season are all held in outline. The commitments stand; the specifics are set as each phase approaches.
The plan is reissued at each quarterly refresh: the next phase moves from outline to full detail.
Two strands go live on Monday 17 August: the monthly Watch Humans reviews and the Waitrose store walk. Everything else in the quarter builds on what they collect.
Fifteen reviewers a month from our profiled panel, each sent a £5 Sainsbury's voucher, issued digitally by us and recharged to Rodd's at cost. Reviewers go in store rather than receiving samples, so the product is bought cold at the fixture. Each reviewer chooses one of two missions.
Buy a Rodd's plus one competitor and review both against each other on taste, pack and price. The standing set is Starbucks, Emmi and Jimmy's; Arctic sits out as a value proposition rather than a like-for-like.
Buy a meal deal with Rodd's in it and unpack the whole decision. Directed to convenience formats, where Original and Brown Sugar sit front of store, avoiding the known back-of-store confusion in supermarkets.
The Waitrose walk begins the same Monday: reviewers into the fixture. It covers how the RTD coffee fixture is laid out, where the plant-forward segregation sits, and what gets found and missed.
Waitrose is the first retailer campaign. The ranging windows for the year ahead are released in September, purchase orders are likely a September conversation, and the listing decision is expected early 2027. The work this quarter is arriving at that window ready.
The Rodd's Universe is the quarterly intelligence pack: one drop, four times a year, pulling everything the quarter has collected into a single readout, timed to a decision moment. The first edition lands ahead of the September board, framed as directional steer: where the category is going, so the plan can be contextualised against it.
Proposed contents. Everything the first edition could hold, as discussed at kickoff. We cut this down together at sign-off before the build starts.
Unlimited invites route the existing Rodd's community into the Watch Humans panel: people who already buy, telling you why. We draft the invite mechanics and onboarding this month; the outreach route into the 205k community sits with Antonios, Will and James to confirm.
RTD coffee is a seasonal category, so the most useful data moment is the one just after the season. In September–October we run the moment-in-time review of how the summer performed: the natural point to refresh the market data behind the buyer stories, rather than refreshing on a fixed clock.
Watch Humans reviews live with voucher mechanics in place · Waitrose store walk begins · question set v1 agreed.
Waitrose buying structure mapped · archetype layer onto Waitrose segments · Ambassador mechanics drafted · WH Smith launches.
Ranging windows released · Rodd's Universe 01 lands ahead of the board · Waitrose outreach goes out on the release · multi-serve launches.
Post-summer performance review · Waitrose conversations progressed · quarterly refresh sets the detail for Months 3–6 and this plan versions up.
The commitments below stand; the working detail is set at the October refresh.
The meal deal channel case, built as a commercial story for the sandwich and meal deal space and timed to the November planning cycle. Groundwork already in motion on the Rodd's side.
Focus refreshed at the October reset. Expected contents include the WH Smith launch read, the post-summer performance picture and the Boots channel evidence.
Reviewers into the Boots fixture ahead of the pitch, on the same model as the Waitrose walk. Monthly reviews and the Ambassador Programme run throughout.
Set in detail at the January refresh.
The convenience play, timed for when their restructure settles: we establish the right entry point, group-wide or regional, before approach.
Timed to the FY from March, with the market data refresh ahead of the April–May launch season: the category's big launches land then, and the watch list is set for them.
The early-2027 listing decision expected from the September conversations falls in this phase: pitch support, margin structures and sequencing alongside you as it lands.
Set in detail at the April refresh.
Conversations live across the three retailers, built into the April–May windows and the season ahead. Where a window is better served later, the project moves with it and every commitment is honoured in full.
Focus set for the launch windows ahead, drawing on a full year of collected reviews, walks, Ambassador insight and tracked signals.
What the dataset now holds, and the year-two questions parked at kickoff: the flavour pipeline for 2027 with one profile held as a Tesco exclusive, the multi-pack and format questions, and the away-from-home channels, universities, offices and catering.