CASE STUDY: NEW PRODUCT DEVELOPMENT
Successfully launching products and expanding
into competitive markets using NPD research
tools that are proven to deliver results
innocent made it a strategic priority to leverage their brand to increase their
presence in the very competitive orange and apple juices category, taking on the
likes of Tropicana.
Business Need
We needed to identify a winning strategy for leveraging the successful innocent
smoothies brand into orange juice. The aim was to bring something different
to the market with the launch of a radical packaging format for within the juice
category.
This was a consumer insight-driven NPD research process which evolved over
a two year period. The collaborative approach took innocent through a journey
from proposition, packaging design to product testing.
Research Solution
Methodologies including qualitative ideation, quantitative concept evaluation,
packaging research and full mix sales volumetric forecasting.
“As predicted the product
launch was a huge success!
Thanks to the researchers
at SPA Future Thinking
as well as our very own
delicious juice.”
The product launch was a huge success, delivering more than £13m of value growth in first 6 months following launch.
Outcome
More than 2.8 million households bought an innocent juice in the past year, and overall enjoyed brand growth of 230 per cent
in the not-for-concentrate juice market.
Further research was carried out on the launch of the innocent juice range across Europe including the launch of their blended
juice range within the UK.
If that wasn’t enough, innocent won two World Juice Awards gongs in October 2011.
You can find out more about our services by contacting Ian Hext, Head of FMCG
E: [email protected] T: +44 (0)1865 336 400
www.spafuturethinking.com
NOVEMBER 2011