IDENTIFYING OPPORTUNITY AND CREATING A PRODUCT IN A COMMODITIZED CATEGORY
Tillamook’s objective was to identify opportunities for innovation in shredded cheese.
Using qualitative Mattson Consumer Insights, we learned that consumers see shredded cheese as totally commoditized. They buy on price and don’t see much difference between brand or products. We developed a dozen simple starter concepts, none of which resonated. Then we asked a question that changed everything: what about a shredded cheese for making cheese sauce? BINGO. The product was quickly brought to life in our lab. Mattson Home Use Tested (HUT) the product and asked consumers to take photos and record comments via phone. The results proved that this concept and product really resonated.
Sauce Starters will launch with independent grocers in the NW in Feb 2018, and then Kroger and Safeway/Albertsons, among others in March, along with nationwide Walmart distribution.
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