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


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).


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


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.

We are using cookies to understand the visitors’ use of our website and to improve your browsing. If you continue browsing, we'll assume that you are happy with our use of cookies. Learn more