Validate: Cereal


Our client needed to understand how best to take forward their extensive range of healthy cereals – including concept screening and range optimization to identify the best new territories and to understand the potential for portfolio rationalization


Approach

We created an online survey with a detailed holistic evaluation of new concepts, supported by the inclusion our unique SURFTM range assessment tool (which provides accurate predictions of the likely sales change associated with any range rationalization / change / increase).

Recommendations

The research identified two potential routes forward; one strong penetration avenue was to develop a new format (which is still being considered by the client), the other was to drop an existing variant and replace it with one of the new options.

Client action

Our research also identified latent potential for several existing SKUs – which has triggered a variety-based TV and poster advertising campaign

Outcome

Our proposed change in line up has been implemented by the client, and the new variant is performing much more strongly in market than the incumbent flavour it replaced.


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