The challenge: product line extensions had driven meaningful growth in previous years, but the well of new ideas had run dry. The team had tried literally every flavor available, enlisted the help of a range of partners, and yet it still appeared there were no new ideas for the portfolio of brands, and even the category.
What we did: applied neuro-sensory principles in our Sensory-Centric Concept Development approach to show the team how to assess the portfolio not from the perspective of what it IS, but what it DOES. We revealed a wealth of new consumer-centric WHY’s the brands were uniquely suited to serve through innovation.
The outcome: the project generated over 100 new innovation ‘mini-concepts.’ In quantitative screening (which included the most successful previous launches as benchmarks) 24 of the concepts out-performed the best-ever previous launches in terms of both volume and incrementality. Multiple of the ideas were launched, driving strong in-market success.