Optimize: Hot Cereal


A quantitative appraisal was undertaken, for the planned launch of a new 'cluster' style hot cereal from a leading manufacturer.


Approach

An online survey explored reasons for appeal and rejection and different names and pack options. Flash Testing, Hotspots and Conceptual Profiling were used to understand performance in detail. The product idea was received well by consumers and the format provided differentiation compared to current market offering.

Recommendation

While two of the names proposed were clear winners, there was no real difference made between the two good pack options.

Client action

The client went ahead with the name as chosen by consumers and launched the product to market in 2011

Outcome

The product is performing well on supermarket shelves.


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