Meet the ‘Everywhere Brand’
Designed for demand, built for versatility
In a world of flexible routines, the strongest brands are increasingly not the most advertised, the most premium, or even the most available. They are the most adaptable. They show up in more moments — and more types of moments — with clear purpose. These are the Everywhere Brands.
It adapts to breakfast, snacks, meals, recovery occasions, moments of indulgence and practicality alike, by understanding what role it can credibly play.
The Everywhere Strategy
Our framework shows that brands evolve through three distinct stages:
1. Reinforce the coreFocus on attracting more people, more often, within the brand’s established space. This stage is about penetration and frequency — increasing visibility and habitual usage in the moments the brand already owns.
2. Expand into new momentsMove beyond the core to claim a broader share of the consumption landscape. This is where brands start to increase their Demand Spread Score — finding logical, meaningful extensions into adjacent use cases, new dayparts, or different cooking and eating settings.
3. Redefine the business you’re inAt this stage, the brand no longer thinks in terms of traditional categories. It stretches into adjacent categories and fundamentally new consumption occasions. A snack becomes an ingredient. A drink becomes a ritual. A topping becomes the star.
This progression transforms a brand from being a product into a behavioural solution.
The logic of innovation must evolve. Instead of launching another SKU or chasing novelty, Everywhere Brands focus on role expansion:
Doritos repositioned itself from party snack to meal enhancer — appearing in wraps, salad toppers, even as breadcrumb coatings.
Nutella moved from breakfast table to midday treat, dessert ingredient, and snack pack — unlocking moments from morning to midnight.
Alpro, once a plant-based alternative, is now used in cooking, baking, smoothies, and meal prep, shifting from niche to essential.
Philadelphia transitioned from bagel spread to meal base — found in pasta sauces, savoury bakes, and even one-bowl meals.
These go beyond marketing claims. They are real shifts in usage and illustrate a central truth: brands grow not by inventing need, but by meeting it in more places.
The strongest brands are those that stretch across more moments — adapting their role, relevance, and presence. This versatility is what we call demand spread, and five core strategies drive it:
Format InnovatorsAdapt product formats to access more moments — from family-size to snack packs, from tubs to pouches.
Occasion & Target ExpandersExtend relevance across new dayparts or reach additional consumer segments.
Shape ShiftersReframe product roles — a snack becomes a meal component; a spread becomes a cooking ingredient.
Category CrossersMove into new aisles or categories while staying recognisably ‘on brand.’
Placement PowerhousesBuild multi-touchpoint presence — from retail to on-the-go, foodservice, and hospitality.
Each path unlocks more occasions for growth by increasing a brand’s ability to show up in the right moment, in the right way.
Versatility must be localised
The most versatile brands are also the most context-aware. Cheese may be a snack in Portugal, breakfast in Saudi Arabia, and a centrepiece in Italy. Yoghurt might serve as dessert in France, a mid-morning boost in Brazil, and an after-school staple in the UK.
Everywhere Brands know this. They tailor their relevance to the local culinary culture, while maintaining a consistent brand identity.
Because versatility without localisation is blind. Demand Moments ensures that expansion is meaningful, grounded in what people actually do, not what marketers hope they’ll do.
The jobs your brand can do
To become an Everywhere Brand, start by asking new questions:
What jobs does my product perform today?
What other jobs could it do — in other moments, with other people, in different emotional or practical contexts?
Where are the gaps — moments where people have a need that my brand could fill, but doesn’t yet?
Demand Spread Score answers these questions by measuring occasion coverage and mapping whitespace — the moments where a category is active but a brand is missing.
For example, if “Restore & Replenish” now accounts for 23% of total food and drink occasions, but your brand only appears there 8% of the time — that’s not just a gap. It’s a growth signal.
Likewise, if savoury breakfasts are up 6% across Europe since 2019, and your product is still positioned only for lunch or evening use, you’re missing a real behavioural expansion opportunity.
The ‘Everywhere Brand’ mindset
Becoming an Everywhere Brand is about fit-first strategy, not overextension. That includes:
Rethinking packaging to suit new occasions
Adjusting price points for smaller, single-serve formats
Updating messaging to reflect new emotional or practical jobs
Creating assets that speak to moments, not just products
Above all, it means designing for fluidity, not rigidity.
Because people no longer eat by the rules. They eat by the rhythm of their lives. Brands that stay relevant are the ones that move with them, not the ones waiting at 7am, 1pm, and 6pm.
Demand Spread Score and Demand Moments together offer the map and the measure. They help brands go from presence to purpose. From product lines to lifestyle solutions. From three fixed meals to 14 dynamic moments.
So ask yourself:
