Soup for Millennials

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The Business Issue

Our client had seen the sale of canned and packet soups drop sharply among younger consumers. They wanted to understand the barriers to usage and test new recipes to stimulate interest.

The Research

Co-creation groups bringing clients, consumers, chefs and ingredients into one space.

Carried out in 3 countries with Millennial consumers, this involved live tastings & recipe development around 3 innovation territories.

The Outcome

Identification of the rules and drivers for soup among the target audience, and how to win in this space.

Mapping of key dimensions and tensions in the category, overlaid with opportunity gaps.

This pioneering work helped us understand this influential consumer and enabled us to tailor recipes to their tastes.