Green Giant is an iconic brand with strong heritage and powerful equities but also years of neglect. A proliferation of copycat brands and the rise of own-label meant it had lost most of its shelf impact. It had further fallen into the trap of following category codes rather than defining them, with the result it was fast becoming a commodity rather than a market leader. Simply put, Green Giant was failing to justify its price premium and its position as the quality brand of choice. This was true in both the UK and France.