Using Product Benchmarking Research to support Reformulation
Our client had redeveloped its vegan RTD coffee in response to consumer feedback. There was a need to validate that the changes offered an improvement to current users and would attract non-users to the brand thereby supporting the decision to launch.
Consumer product testing in 3 countries amongst the target group (UK, Netherlands and France) compared current to new. Research explored impact and fit to brand (blind and branded assessment). In one market, a competitor benchmark was included.
The new formulation performed better than current in all 3 markets and had a higher Purchase Intent and better fit to brand. These findings gave confidence in the decision to launch.
Research also identified areas where the flavour could be further optimised and gave clear direction to Product Development as to how to implement these changes.