Stepping up into the premium product category

Challenge

An everyday chocolate company wished to launch a premium product into the bitesize category. Can 2 of the company’s brands stretch into the premium space? Which prototype route delivers best on being a ‘step up’ proposition ‘worth paying more for?

Solution

Prototype Evaluation Qual using mini focus groups, with a variety of product & pack prototypes routes.

Outcome

A clear winning route with the most potential to play in ‘Step Up’ was identified, which works for both brands.

The role of piece size, complex flavours, layers & decoration was understood.

A recommendation to go even BOLDER with pack design to further differentiate from core & play in premium.

Both brands could stretch into Step Up, with one brand having more permission from consumers.