New Product Development
What are customers looking for in new products in the healthier snacking category?
A leading food manufacturer was planning to develop and launch a new product into the healthier snacking category and wanted to better understand what customers are looking for in this fast-growing category.
The client was looking to find the right new product mix to connect with new and existing customers.
We designed a series of iterative ‘sprints’ to provide the necessary insights to answer the client's key question. We started out by exploring current customer needs in the category, learning more about both the tensions customers feel around healthier snacking and what it is they are looking for in products.
The second phase presented potential customers with a series of new concepts detailing ingredients, flavours, product features and suggested benefits.
The third phase was a full concept evaluation including packaging designs, key marketing messages with customers co-creating the final design options
Insight for impact
A roadmap for innovation success
We helped to develop a powerful combination of product ingredients, flavours and benefits that match customers' needs.
New product blueprint
We identified the product attributes that matter most to customers and the key messages that most resonate with customers
Key benefits and messages We evaluated and prioritised the concept designs and design elements which best make the product stand out in a competitive marketplace.
Best design route
We evaluated and prioritised the concept designs and design elements which best make the product stand out in a competitive marketplace.