Kingsmill were looking to take the fight for the breakfast occasion to the “cereal boys” who had driven share gains through strong NPD.


our approach.

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.

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