Real Meals rename
Absolute Wilderness had a loyal following but an unclear position in the market. With new ownership, the team wanted to move forward with clarity and asked us to evaluate the name.
Real Meals
Research
Workshops, competitor mapping, and interviews with customers and distributors revealed the key insight: meals were cooked as complete dishes and then freeze-dried, unlike many competitors.
Strategy
The rename needed to highlight this truth in a way that was simple, direct, and memorable.
Name
Real Meals. Clear, confident, and perfectly aligned with what customers valued most.
Outcome
The rename sharpened the message, removed confusion, and resonated strongly with both retailers and consumers.
“We absolutely love our new name. The feedback from the market and retailers has all been fantastic so we’re over the moon. And this is translating into sales growth.” — Nathan Fa’avae, CEO
