In the crowded US market for packaged bread, Udi’s has successfully carved out a niche by offering one of the first nationally distributed gluten-free brands. Now owned by Smart Balance, Udi’s has extended its line into rolls, buns, muffins, bagels, and other bakery items. The brand targets not only gluten-intolerant consumers but also those who are interested in natural and organic ingredients. Evaluate Udi’s target based on at least three of the six key characteristics of useful segmentation.
For a segment to be useful, it must be identifiable, substantial, accessible, stable, differentiable, and actionable.