01
Iconic FMCG brand
How do you make an iconic brand matter to the next generation?
Overhauled the portfolio, innovation pipeline and priority markets, creating a five-year growth roadmap.
Where’s the next bit of valuecoming from?
You’ve got market share, defended legacy ground and there are big expectations. Yet, growth feels messier than it used to. The market is moving, customers are changing. New competitors are appearing from places you weren’t watching. What got you here isn’t necessarily what will get you there.
Or maybe nothing is obviously wrong. The numbers look good. The business is growing, but, there’s a niggle that something is shifting, or that there’s more value sitting inside the business than anyone has quite worked out how to unlock.
That’s the bit we love, the slightly uncomfortable point where you know the next chapter needs to look different, but nobody can quite agree what different actually means.
We get underneath what’s really going on, look at the business from the outside in and work out where the opportunity might actually be, what’s getting in the way and what needs to happen next.
- Where’s the next bit of growth coming from?
- What have we already got that we’re not making enough of?
- What’s changed around us that we haven’t really responded to?
- What if the thing we’ve decided is the problem isn’t actually the problem?
- What needs to change to get us where we want to go next?
The problem beneath the problem
Sometimes the problem you're trying to solve isn't actually the problem.
01
You think you need a new market.
Perhaps there’s far more opportunity sitting inside the one you already have.
02
You think you need a new product.
Perhaps customers aren't buying the existing one for the reason you think.
03
You think you need more marketing.
Perhaps the real problem has absolutely nothing to do with marketing.
04
You think you need to transform the business.
Perhaps the first question is what actually needs to change, and what absolutely shouldn’t.
When what got you here won’t get you there, we help you work out what will.
Selected work
What that looks like in practice
02
Healthcare / Neurodiversity
How do you turn deep understanding of people into a proposition that can change the way care is accessed and delivered?
Worked with a healthcare provider to unlock future commercial value, identifying how a deeper understanding of people could create a clearer proposition, stronger routes to market and new opportunities for growth.
03
Food / Everyday essentials
How do you take a niche proposition into the mainstream without losing what made it distinctive?
Reframed the proposition around a much bigger human need, helping unlock growth beyond the brand's original audience.
How Sprowt works
Get close. Pull it apart. Work out where the opportunity is.
We get close to the people, pull apart what’s happening inside and outside the business and challenge the assumptions that have quietly become facts.
What’s changed? What’s still true? What isn’t? What are customers actually doing? What’s happening in the category? What is everyone else missing? What have we stopped questioning because we’ve been looking at the business for too long?
Then we work out where the opportunity actually is, what it could mean commercially and what needs to happen to unlock it.
We use whatever the question needs: research, workshops, strategic sprints, customer immersion, proposition development, commercial modelling, prototyping and creative thinking.
- Get close
- Pull it apart
- Work out what matters
- Define what's next
Why Sprowt
The right brains for the problem.
Sprowt isn't a traditional consultancy and it isn't an agency.
We build senior, specialist teams around the problem: researchers, strategists, commercial thinkers, creatives and operators who've worked inside some of the world's biggest organisations and fastest-growing challengers.
Different problems need different brains.
Founder
Carly Osman Holme
I work with businesses when they reach that slightly uncomfortable inflection point where what got them here isn’t necessarily going to get them where they want to go next.
Growth has stalled. Customers are changing. There are huge targets to hit, investors to please or new markets to enter. Or there’s just a niggle that there’s more value sitting inside the business than anyone has quite worked out how to unlock.
You don’t need to come to me with a perfectly formed brief. In fact, I thrive in the messy, half-baked questions. Where’s the next bit of growth coming from? Everyone knows us, so why aren’t they choosing us? We’ve got a brilliant product, why isn’t it flying? What if the thing we’ve decided is the problem isn’t actually the problem?
Founder of Sprowt · Host of Why Aren’t We Talking About This?
Creative Marketer of the Year 2025, Global Women in Marketing
More about Sprowt →The Underneath
What gets lost between knowing people and understanding them.
An ongoing exploration of the human truths, contradictions and behaviours businesses often miss.
Got a niggle that there’s more value sitting inside the business than anyone has quite worked out how to unlock?
Or perhaps you just know that what got you here isn’t going to get you where you want to go next.
You don’t need to know exactly what the brief is. The messy, half-baked questions are usually the most interesting ones anyway.