Consumer-centric Capex-driven Innovation
How Rapid Innovation Around Desirability-Viablility-Feasibility Fuelled The Innovation Funnel for SPC
Inspired by the growth of pouch formats in the USA and the increased desire for portable convenience in Australia, SPC Ardmona wanted to develop new offers in Australia.
We needed to understand both sides of the equation:
the practical application and feasibility limitations of different Capex options
the benefits and barriers of pouches to consumers.
Working at pace (total project time of 3 weeks) with operations, R&D, sales & marketing teams, and 32 consumers in 2 waves pre- and post-concept development, we defined a series of tiered offers achievable through increasing levels of Capex investment.
In order to provide a more compelling solution than mere convenience, each product needed to have a clear target and end-user based proposition. A raft of concepts were developed.
SPC purchased a Gualapack pouch filling line and 3 new products were launched in August 2018: Puree & Simple is a lunchbox snack (targetting 4-7 year-olds); SPC FRUMAX, is designed for tweens busy with after school activities (7-15 years), and Goulburn Valley FRUIT PLUS is for women on the go.