Nestlé, a global leader in the FMCG industry recognised the growing popularity of plant-based diets and sought to develop a new milk alternative. With extensive expertise and innovation experts in the dairy and plant proteins category, Nestlé sought to create a scalable product that would stand out in the European market.
Challenge
The challenge was to identify a gap in the dairy-free market and develop a plant-based milk alternative that excels in taste, nutrition, versatility, and sustainability. Nestlé needed to rapidly validate the product concept, branding, and market fit within a short timeframe.
Innoleaps' Solution
We collaborated with Nestlé on a six-month accelerator program, leveraging their R&D resources and our innovation methodologies to expedite the process. Key phases included:
- Consumer Insights and Research: We conducted extensive market research and consumer engagement to uncover a demand for a versatile, nutritious plant-based milk alternative. Initial insights highlighted the need for a product that performed well in various applications such as drinking, cooking, and frothing for coffee.
- Ideation and Concept Development: Leveraging Nestlé’s R&D capabilities, we explored different plant bases, ultimately focusing on pea protein due to its neutral taste and high nutritional value. We developed prototypes and tested them for taste, texture, and usability.
- Branding and Testing: We ran multiple rounds of branding workshops, creating several potential brand identities. Through iterative testing, we refined the branding, packaging, and product messaging. This involved direct consumer feedback on aspects like name, logo, and packaging design to ensure market resonance.
- Prototyping and Iterative Refinement: Using our agile way of working, we continuously refined the product based on consumer feedback. This included adjusting the formulation to improve taste and texture, and optimizing the packaging for functionality and appeal.
- Market Testing: We launched pilot tests in selected markets (the Netherlands, France, Portugal, the UK, and Ireland), utilizing full-funnel marketing strategies to gauge consumer interest and gather real-time feedback. This helped us validate the product’s market fit and adjust our approach before a wider rollout
Implementation
- Rapid Experimentation: Conducted online experiments to gather consumer insights and validate hypotheses.
- Iterative Testing: Continuously refined product and branding based on consumer feedback.
- Accelerated Decision-Making: Employed agile methodologies to speed up decision-making processes.
Results
The collaboration led to the successful launch of the new pea-based milk under the brand Wunda:
- Market Impact: The product, launched in the Netherlands, France, Portugal, the UK, and Ireland, received strong market acceptance.
- Consumer Reach: Validated across multiple markets, demonstrating high scalability potential.
- Sustainability: Positioned as a carbon-neutral product, emphasizing its environmental benefits.
Conclusion
This case study underscores the effectiveness of combining robust R&D capabilities with agile innovation methodologies. By rapidly iterating and validating the product and branding, we helped Nestlé introduce a unique, versatile plant-based milk alternative to the market, meeting consumer needs and driving growth in the plant-based segment.