Our client is a well-established food and drink business with a strong heritage and proven performance across multiple categories. More recently, the organisation had expanded into soft drinks - a category characterised by higher purchase frequency, impulse behaviour and strong channel dynamics. Internally, the assumption was clear: opportunities in Grocery and Convenience were largely maximised, and future growth would be driven predominantly through Foodservice. However, this belief had not been rigorously tested against the full breadth of available data. Sellex was engaged to provide an objective, evidence-based assessment of where the true growth opportunities existed across channels. By combining market, shopper and customer data, we challenged the prevailing narrative and quantified the relative opportunity by channel. The diagnosis revealed a materially different picture. While Foodservice remained important, Grocery and Convenience still represented a significantly under-prioritised growth opportunity - particularly given the impulse nature of soft drinks and the client’s existing brand strengths.