Weetabix: Protein NPD

Uncovering protein product potential

BRIEF

With high consumer appeal toward health, energy and satiation associated with protein, Weetabix created a new high protein product to add to its line with the opportunity to introduce the first mainstream breakfast cereal delivering against these benefits in the UK.

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APPROACH

Sensory Profiling was mapped against consumer testing to fully understand all aspects of the product performance and key drivers of consumer liking. A concept/product consumer test was then used to quantify likely in-market volume sales potential. The MMR Sensory Panel profiled several products while consumers were evaluating the new concept vs. a benchmark and then placed with the product to use in-home. Full trial and repeat volume forecasting were utilized to assess the in-market potential.

OUTCOME

MMR’s sensory and consumer research revealed that no product reformulation was necessary, and the appropriate guidance was provided so that Weetabix could rework the new Protein product communications in order to align more closely with the product taste expectations. In the end, a successful new line product was launched that has proved staying power.

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