Insight-inspired product innovation

Innocent needed to strengthen their chilled juice position in Germany, through growing penetration of the category.  We developed six new product concepts and explored them through an approach combining a quantitative concept test with a mini-U&A. This was designed to understand barriers for chilled juice and to shape a successful apple juice proposition. 

The outcome identified a winning concept across key success metrics (appeal, purchase intention and brand fit), with key diagnostic insights around the importance of apple origins, specificity of apple variety and the role of packaging.