Innovating For New Occasions.

Creating Growth From Consumer Perception.

A large food and beverage company had experienced significant success as the leader of the dip category in the center of store but was looking to expand household penetration through incremental occasions for five of their brands.

I helped articulate their long-term ambition, and then used a series of qualitative and quantitative methodologies, including a hypothesis session, consumer immersions, and online quantitative survey to derive three key Jobs To Be Done to innovate against. These jobs were then brought into a client workshop, where we generated a range of new concepts for the short- and long-term and performed a quick quant screen to prioritize. 

Partnering with a top local chef, we developed product protocepts and then worked with consumers to iterate and optimize those concepts over the course of a week. I refined our final concepts with written BASES format, photo-real imagery, packaging, and recipes to help align on a long-term pipeline to achieve our ambition.

With the highest concept scores on record and senior leadership buy-in, new concepts are set to start to launch FY21.