Kingsmill were looking to take the fight for the breakfast occasion to the “cereal boys” who had driven share gains through strong NPD.
A classic “Rapid Innovation” process involving insight and platform development, concept development and full qualitative and quantitative testing. The process led to a pipeline of long and short term ideas.
The first launch was Fruit and Fibre – a concept that tested in the top 5% of all TNS food concepts tested. Kingsmill now sits as Number 6 Grocery Brand by sales in the UK.