Driving step change NPD: Belvita


Mondelez had identified a huge opportunity for a breakfast biscuit, initially in the U.K. To be successful, the product needed to excel across key sensory metrics – and be totally aligned to the intended brand promise.


APPROACH

We devised research that optimized the brand promise and then informed on key sensory attributes to deliver that promise.

We were able to engage proprietary analytics to recommend the optimal range of flavours that would maximize sales and reach.

Subsequent initiatives have included research to support on pack claims and help the brand launch successfully in China.

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OUTCOME

The Belvita story is a great example of the power of innovation – creating not only a new product, but a new category.

Data published in The Grocer on December 16th 2016 indicated that Belvita delivered £77.3m in sales – still pushing ahead despite new competition at +9.3%