NIQ, a global measurement and data analytics company, and Kodiak Cakes, a maker of whole grain and high-protein foods, have begun a new retail measurement agreement designed to help drive growth in the breakfast category by leveraging deeper insights into consumer behavior and retail performance trends.
The partnership builds on both companies’ commitment to supporting category expansion and helping brands better understand how consumers shop, engage with products and make purchasing decisions at scale.
Under the agreement, NIQ will provide Kodiak Cakes with access to point-of-sale measurement, shopper data and advanced analytics across retail channels, enabling the brand to identify category opportunities, optimize assortment and enhance execution strategies with retail partners. By combining NIQ’s data capabilities with Kodiak Cakes’ product innovation and category expertise, the companies said they aim to help retailers and manufacturers alike grow the breakfast segment with evidence-based insights that reflect evolving consumer preferences and shopping patterns.
“We are excited to team up with NIQ to drive growth in the breakfast category,” said Mike Eves, president of Kodiak Cakes.
“Access to NIQ’s measurement capabilities will help us uncover new opportunities, generate deeper retail insights and continue delivering value to our retail partners and consumers. As shoppers increasingly seek convenience, nutrition and variety at breakfast, we need the best data and analytics to inform our decisions.”
NIQ said the expanded collaboration reflects a broader trend of brands using advanced measurement and analytics to guide strategic decisions, including product innovation, pricing and placement. The agreement is structured to support Kodiak Cakes across multiple facets of retail execution, from tracking sales performance to understanding how consumer preferences shift over time.
The breakfast food category remains a focus for many manufacturers and retailers as shoppers look for on-the-go solutions, nutrient-dense options and versatile products that fit a range of lifestyles. NIQ’s data footprint – encompassing both traditional retail panels and emerging channels – is positioned to help brands like Kodiak Cakes navigate these dynamics and drive incremental category growth with measurable results.
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