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| Creating a Category Disruptor | |
| CONCEPT DEVELOPMENT |
Challenge
A leading food-ingredient company focused on the bread and bakery products category wanted to develop a revolutionary new product item. However, given the commodity aspect of the products and ingredients in this category, there weren’t any obvious opportunities.
Solution
The Pert Group integrated a variety of strategies and tactics to help uncover a new opportunity for the company:
- A market scan isolated food trends such as leading ingredients, leading preparations and new styles; packaging; merchandising, layout and new service styles; and pricing.
- Shopalongs uncovered current buying patterns and interests, channel preferences and purchase decision influencers. Focus groups helped fully explain the decision-making process so motivators, occasions, influencers and other characteristics could be considered.
- A management work session facilitated the development of test ideas, resulting in a quantitative concept screen of more than 20 ideas.
- A product configuration study helped determine shape, texture, flavor profile and other key characteristics of the winning ideas from the early concept screen.
Results
Based on the work, internal R&D within the organization now has approval to develop up to six new products for in-market testing. This process is currently under way.