Consumer Goods (F&B)
Misfits Health is a UK-based consumer brand redefining plant-based snacking with their bestselling vegan protein bars. Operating across direct-to-consumer channels and major retailers, Misfits has grown rapidly across the UK and US markets, establishing itself as a category leader in high-protein, low-sugar snacking.
Despite strong commercial momentum, Misfits lacked a formal data strategy. Leadership recognised that without a solid data foundation, they risked scaling inefficiently - hiring too early and investing in tools they weren’t ready to use. They faced several challenges: no clear data ownership or architecture, limited visibility into key metrics across DTC, retail, and paid media, and siloed performance data that made cross-channel insights hard to extract. The team was also planning to hire a data scientist at £90K+, despite not yet having the infrastructure in place to support them.
Day1Data partnered with Misfits to deliver an end-to-end data strategy tailored to the needs of a fast-growing, omnichannel brand. The focus was on rapid, outcome-driven implementation—not just infrastructure. Strategy Development: Through workshops and leadership interviews, Day1Data aligned with commercial goals, audited data across e-commerce, retail, CRM, and marketing, and defined key KPIs like CAC, LTV, channel margin, and product profitability. A future-state architecture was mapped out, covering warehousing, reporting, and governance. Output: The result was a clear, actionable roadmap: a strategic deck outlining what data to collect, how to structure it, and how to scale insight delivery. It included hiring plans, a 3–5 year data maturity roadmap, dashboard mock-ups for key teams, and a prioritised next-step list matched to Misfits’ team size and growth pace.
Strategic Clarity Gave the executive team a clear view of how data supports the operating model, aligning business strategy with measurable metrics across functions. Cost Avoidance Saved over £90K by delaying a premature data hire and avoided tool overspend by distinguishing essential from non-essential technologies. Operational Roadmap Delivered a 3-year plan to move from basic reporting to predictive analytics, enabling scalable growth without overwhelming the team. Market Readiness Built a flexible framework to support expansion and channel growth, laying the groundwork for advanced use cases like attribution and SKU-level profitability.
