Plum Baby A challenger brand strategy Business challenge Organic Plum Baby needed to regain market share in an increasingly competitive baby food category. Our work covered a broad range of disciplines from brand repositioning to new product proposition development. Insight Foodie mums and dads rarely tasted their own baby’s food for themselves. The idea ‘Ban the bland’ A blind taste challenge for parents to highlight the superior taste of Plum Baby organic products against the bland tasting market leaders.