The candy and soft drink category linked by scenario thinking

With our knowledge in the field of innovation and concept research as well as our experience in FMCG, we are able to make links between categories and topics. This led to a new approach for a concept development project for Cloetta, producer of products such as Red Band, Venco and Sportlife.

At Blauw, we have been engaged in scenario thinking for some time. Making connections between different categories and following cross-categorical developments are an important part. It ensures that we can give advice on which actions, which responses.

The discussion around sugar in products is increasing. Especially within the soft drink category, the increasing negative image around sugar is being felt. For a candy manufacturer like Cloetta, this is an important trend to follow. Cloetta is looking for directions for innovation that meet needs around offering choice to consumers and shoppers from more responsible propositions. Because this issue has been around within the soft drink category for some time, we took this category as our starting point. We designed the (qualitative) research around the different types of soft drink consumers and identified their attitudes towards sweets and snacking. This was a bull's-eye.There appeared to be enormous similarities in attitude and behavior around these two categories. In this way, using another category as an example, we were able to provide clear advice on the innovation strategy to choose.