The objective
To turn an avocado-based smoothie into a more substantial grab-n-go snack with vegan claim and clean-product labelling.
The challenge
A significant reformulation was required, along with innovative packaging solutions and a dynamic publicity and marketing push. This was in many respects the archetype of a ‘concept to market’ product development project.
The approach
Raphaëlle began with research and development within the product category, reformulating the base matrix to the highest standards, and successfully achieving the target nutritional profile and clean vegan claim. Simultaneously, her consumer and market analysis led to the selection of four flavour SKUs: Ginger Greens, Mint Berry, Spicy Carrot, and Coconut Curry. Testing was then conducted, and within the first month the SKUs were ready for the next step. In the process, a new category had been created: the first packaged ‘smoothie bowl.’ A targeted focus group aimed at the brand’s core demographic provided valuable feedback that helped Raphaëlle direct the second phase of the project. Packaging development began by securing a supplier of eco-friendly spoons – a must for any true grab-n-go snack. A unique cup in the shape of a half-avocado was designed, with the pit holding a crunchy toasted quinoa topping. This unique, eye-catching packaging helped communicate the product directly to consumers. The cup is now patent-pending, and has received much praise among industry insiders. With a clear formulation, prototype packaging, and brand direction, Raphaëlle was able to get the product’s startup on a waiting list for entrance to the sold-out Natural Products Expo East in the United States. The week prior to the event, the company was informed that it had secured a table at the Harvest Festival (the opening event of Expo East). With only a few days to prepare, Raphaëlle launched the website, created trade show marketing materials and signage, and produced the product in time for the mid-September event. Not only did the startup company secure a deal with Publix and garner interest from Kroger and Wegmans, they were also nominated for a prestigious innovation award. Thanks to the popularity of the final packaged snack, Raphaëlle was able to interview and select a top national co-packer, and brokered the agreement to success.
Services:
- Product development
- Consumer surveys
- Packaging design
- Trade show support
- Co-manufacturer search, vetting, and selection
