CHICAGO — IRI, a global market research and solutions firm, has expanded its partnership with Label Insight, a CPG market solutions company. The expanded partnership will deliver enhanced media solutions focused on specific product attributions and trends.

The companies will offer tools to help companies develop strategic marketing campaigns and drive growth based on consumer demand metrics for more than 500 product attributes based on dietary, health or sustainability demands. This includes “sustainably sourced,” clean label claims, allergens, nutrient claims, functional health benefits and more.

“For marketers and CPG advertisers, identifying attributes that resonate with consumers is critical to developing the best message, reaching the right shoppers and driving brand growth,” said Nishat Mehta, chief product officer and president of the IRI Media Center of Excellence. “IRI and Label Insight’s expanded relationship more fully realizes the powerful combination of expertise in industry-leading purchase data and product-level attributes to deliver the most accurate, scalable solution for reaching shoppers based on motivating product characteristics.”

IRI will integrate Label Insight’s product-level characteristics research into its own media solutions to be leveraged by CPG brands and retailers. Marketing campaigns can be designed using these tools to target new buyers, re-engage lost or lapsed consumers, and refine messaging to target potential buyers in various product categories.

“We are thrilled to be deepening our partnership with IRI,” said Todd Morris, chief executive officer of Label Insight. “By doubling down on our combined expertise, we will drive growth and opportunity for our clients by enabling them to unlock the power of product attributes in new ways that connect their consumers to the products that best meet their needs.”

IRI and Label Insight have been partnered for more than a year to help brands and retailers identify consumer trends and opportunities for growth.

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