---
title: "New snack format innovation research in Asia and Europe | antedote"
description: "Consumer and innovation research on a snack format for a snack company, with groups, sort-and-taste sessions and ideation in Asia and Europe."
url: "https://antedote.com/explore-our-work/where-a-new-snack-format-could-win/"
author: "antedote"
---

# Choosing where a snack format could stand apart

When suppliers sell the same base to other snack makers, the advantage has to come from the product itself. For a snack company’s innovation group, we mapped where a versatile format could stand apart, then developed ideas for one opportunity.

**Client**
Snack company

**Industry**
Snacks

**Markets**
Markets in Asia and Europe

**Kind of work**
Innovation and concept development

**Our role**
Consumer and innovation research on a snack format in Asia and Europe

## What happened next

Weeks after the workshop, the innovation group commissioned a second engagement on one of the opportunity spaces.

## The question

The company already made several snacks in a versatile format that can take many shapes, textures and flavors. It had not yet looked at the format as a whole.

Its innovation group wanted to know where the format could outdo what was already on the market, and what would succeed in each opportunity.

## Our approach

We started with snacks people already know. In groups, mostly in Asia, people sorted snacks in the format into snacking moments, by look and feel first, then by taste.

A separate workstream was sizing the commercial opportunities, so we set our evidence against its opportunity areas with the client team, and the consumer and commercial views met in one place.

To go deeper on one opportunity, we immersed the client’s teams first and mapped the motivations to explore, which focused the fieldwork in Europe and Asia. Some groups in Asia opened with a walk through a nearby mall.

The ideas came from a workshop with the client’s market, R&D and design teams, built on that evidence.

## What the team came away with

The innovation group had opportunity areas for the format, each with a first product profile.

For the opportunity explored further, it had a map of the motivations, product and pack themes to design against, and a body of written and visual ideas, ready for the stages that turn ideas into tested concepts.

Who we heard from

Snack eaters in Asia and Europe, in groups, sort-and-taste sessions and online pre-tasks

## Related work

[View innovation and concept development case studies](https://antedote.com/explore-our-work/?work=Innovation%20and%20concept%20development#library)

- Snacks

    ### [Deciding who to build protein snacks for, and what](https://antedote.com/explore-our-work/protein-snacking-innovation-program/)

    The client’s innovation program applied the typology, and its consumer clinics refined a wide field to a short list of directions worth developing.

- Food

    ### [Choosing which free-from food ideas belong on a roadmap](https://antedote.com/explore-our-work/building-a-free-from-food-pipeline/)

    Products in the program’s opportunity areas later reached market.

**What we do**
[Innovation](https://antedote.com/what-we-do/innovation/)

## Deciding where to grow, or what to develop?

Bring an ambition or an early idea, and we’ll talk through where to start.

[Talk to us](https://antedote.com/talk-to-us/) · [hello@antedote.com](mailto:hello@antedote.com)

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