Arla
Arla's Global Innovation department wanted to address the problem of teenagers increasingly skipping breakfast by developing a nutritious and attractive breakfast offering. Through research, co-creation and in-market experiments, BMI helped Arla fill its innovation pipeline and identify a winning concept that resonates with both teenagers and their parents.
The challenge
Teenagers are increasingly skipping breakfast, worsening related health and concentration problems and worrying parents. Arla needed a commercial solution that appeals to both the buyers (parents) and the users (teenagers), a generation with different expectations, nutritional needs and consumption patterns than previous ones.
Our approach
BMI started with extensive consumer research immersed in the world of teenagers, which fed idea generation sessions with the Arla team. Six full concepts were developed, each with a value proposition and business model, followed by iterative test sprints ranging from online interviews to in-store prototype testing with SPAR, refining or dropping concepts with each sprint.
The results
- An innovation pipeline with six newly developed concepts, three of which were tested in the market.
- One consumer-validated winning proposition identified for further product development, now being developed per European country.
- A new experimental, customer-driven innovation mindset embedded within Arla's innovation team.
The method stayed with the team. It always does.
Want resultslike these?
Explore the possibilities with Patrick van der Pijl and the BMI team. Every big shift starts with a conversation.