In a world where people are busier than ever - juggling careers, home life, and the desire to be fit and healthy - the small convenient meals market has not only expanded, but carries increasing significance. In its plight to take advantage of this lucrative space, FMCG giant Nestlé had begun studying opportunities for expansion of the MAGGI brand that would stand out in this competitive space. The goal was to create a nutritious, low-carb meal option that aligned with modern dietary preferences.

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Challenge‍

Nestlé faced the challenge of creating a product that balanced health and convenience. They needed to address the consumer desire for quick, tasty, and nutritious meals, moving away from typical high-sugar, high-fat convenience foods. Additionally, they had to ensure the new product could be seamlessly integrated into the existing MAGGI brand portfolio.

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Solution‍

We partnered with Nestlé for a comprehensive innovation process, resulting in the MAGGI sub-range 'Greens Up, Carbs Down'. The key phases of our solution included:

  1. Consumer Insights and Research: Conducted extensive market research, interviews, and surveys to understand consumer eating habits and preferences. This phase revealed a significant demand for healthier, low-carb meal options. The insights indicated that consumers were looking for nutritious meals that were also convenient and easy to prepare.
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  2. Ideation and Concept Development: Collaborated with chefs and external experts to brainstorm and test around 100 product ideas. Focused on three key formats: salads, super soups, and low-carb meals. From these, three plant-based recipes were developed: Asian Teriyaki with chickpea noodles, cauliflower rice with yellow curry, and veggie Chili Sin Carne with soy protein.
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  3. Prototyping and Market Testing: Created mock online ads to test consumer interest. Low-carb meals emerged as the preferred choice. Prototypes were developed using innovative storage techniques like freeze-drying to ensure product quality and convenience.
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  4. Shop Testing and Iterative Refinement: Placed product concepts in 60 stores across Germany to evaluate sales volumes, price points, and consumer appetite. Collected feedback and iteratively refined the product based on real consumer behavior and preferences.

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Implementation

  • Rapid Prototyping: Developed and tested prototypes quickly to gather consumer feedback.
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  • Full-Funnel Testing: Utilized mock online ads to gauge initial interest and gather qualitative data.
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  • Shop Testing: Evaluated product performance in real retail environments, allowing for direct consumer feedback and iterative improvements.

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Results‍

The project resulted in significant insights and promising outcomes:

  • Consumer Reach: Successfully engaged with a broad consumer base, demonstrating strong market acceptance.
  • Product Validation: Positive consumer feedback led to the decision to roll out the 'Greens Up, Carbs Down' sub-range under the MAGGI brand.
  • Health and Convenience: The new product line met the consumer demand for healthy, convenient meals, reinforcing MAGGI’s position in the market.

Conclusion

This case study highlights the importance of combining consumer insights with rapid prototyping and market testing. By leveraging agile innovation methodologies, Nestlé successfully developed a new product line that meets contemporary consumer demands for health and convenience. This approach underscores the value of iterative testing and consumer-centric strategies in driving successful product innovation in the competitive food market.