New Product Development, Market and Brand Innovation
Be Natural, Kellogg's
The Be Natural brand has a strong reputation within adult snack brands, which allowed it to extend into porridge. Our job was to navigate the different the rules of entry and opportunity for Be Natural to enter the children’s muesli bar market.
We needed to understand the ways that attitudinally-different shoppers buy for a junior consumer, the influence of school and government policy, the dynamics of trade and also explore alternative food bases and recipes.
This meant parallel exploration and prototyping with and as our alternative target audiences to build brand and product solutions (new product development).
The result was the Be Natural lunchbox bar launched in April 2013 and already ranged by 90%+ of the grocery market.