What product range can HAK enter the Mexican shelf with?
How do you help as many people as possible eat more vegetables and legumes, while increasing your availability in stores? As a vegetable and legume brand, HAK's mission is to help as many people as possible eat more vegetables and legumes - at any time of the day. HAK wanted to broaden their scope and be available on a shelf other than the preserve shelf. The idea arose to develop a Mexican product range. But what products should that range consist of? And what does the consumer still want or miss on the Mexican shelf or in their Mexican meal?
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Solution
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Making an informed choice of the most ideal product range in 3 steps
】For HAK, we did part of our New Product Development process, which were the following steps:
Step 1: Explore needs and behaviors
The first phase consisted of surfacing current behaviors and needs around Mexican food. In an online community, we asked 250 consumers to share what Mexican food is to them. Then a smaller group of consumers recorded over the course of a week when they eat Mexican food and what those moments look like.
Step 2: Exploration category
In step two, consumers went on a journey to the Mexican shelf in their supermarket. This eye-opening assignment was designed to identify what consumers noticed and what HAK could still learn from other products or brands. We also had consumers in the community brainstorm new product ideas.
Step 3: Review concept on KPIs and TURF analysis
Based on the outcomes from the first two steps, 9 concepts were written and presented in the community. The concepts were evaluated on some KPIs. Finally, a TURF analysis was done. This allowed us to find out which combination of products in the range provided the greatest reach and attracted new target groups without cannibalizing too much on the rest of the portfolio.
Mexican food is a polarizing cuisine, with a crowded shelf "with much of the same
Easy, and complicated. Healthy, and also unhealthy. Tasty, but also dry or (too) spicy. Consumers found it difficult to make one consistent judgment about Mexican cuisine. They also found the shelf crowded, but not varied. People missed ingredients without sauce and to put together a Mexican meal they had to go down many shelves. "Regular" beans were also missing. Based on these, and more insights, HAK went to work on their concept descriptions.
Range of 3 variants meets needs and extends reach
Whereas the product with the highest buying intention had a reach of 60%, HAK was able to increase the reach to 80% by adding two more products to the range. With this result it was easier for HAK to make concrete and good decisions about the range.
Would you also like to go through one or more steps of our New Product Development process? Please contact Nienke Vreugdenhil
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