The one where… we helped Ribena co-create new products for lunchtime
Develop a number of NPD concepts to add to the product portfolio focused on “with food” occasions.
The initial part of the project saw us bring 25-35 year old consumers together with the stakeholder team to develop new product concepts around key 'with food' occasions. The 20 concepts developed were then taken to a wider group of consumers in an online community where they were refined and 3 final concepts selected for BASES.
The 3 top ideas taken from the project were taken forward into testing and scored highly in BASES. The winning lunchtime concept is now in the process of being added to the product portfolio in 2011.