VALIDATING AN INNOVATION THROUGH REAL USE

CHALLENGE

Assess a new food product’s potential and understand how its distinctive flavour and aroma could be translated into a compelling proposition.

APPROACH

We combined mini-groups with in-home tests, following the experience from unboxing through to kneading and alternating between product and communication evaluation.

OUTCOME

We defined which attributes to strengthen, which barriers to anticipate and how to guide product, packaging and communications before launch.