Shaping a better-for-you idea people would still enjoy
A food company wanted a better-for-you product that would stand out in a category it already knew well. We built the opportunity with its teams, then developed concepts, brand and pack directions with consumers in an innovation sprint.
- Client
- Food company
- Industry
- Food
- Kind of work
- Innovation and concept development
- Our role
- Opportunity building and an innovation sprint for a better-for-you product
The question
Better-for-you choices were growing in a category the company already knew well, and it wanted a product of its own that would stand out there.
The business needed a concept, and a first direction for its brand and pack, that it could take forward quickly.
Our approach
We built the opportunity before the ideas. Time with the company’s teams and a look across the category showed where a new product could be different in a way the company could back up.
A better-for-you promise has to rest on something real about the product, so the company’s R&D team checked feasibility as the ideas took shape.
A sprint then brought the company’s teams, a designer and consumers together. Ideas moved from sketches to photo-real renders while people who buy in the category, and health-minded people who don’t yet, helped shape them.
What the team came away with
Opportunity areas, a set of developed ideas and final concept routes, each with direction for its pack and renders of how it could look.
Because the company’s teams shaped the routes with us, the work that followed started from shared ground.
Who we heard from
The company’s own teams, and people who buy in the category, alongside health-minded people who don’t yet
Related work
View innovation and concept development case studies- What we do
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