Part of the KDV group, Kirieshki is one of the most well-known croutons brand on the Russian market. It is mostly aimed at a target audience of young consumers and snack lovers. Over the years, the Kirieshki’s portfolio has significantly expanded. However, it did so in a fragmented way and now every line has its own identity. This lack of harmony affects the brand’s impact on the shelves and undermines the consumer’s confidence in it.