Biscuit to bar….growing eating occasions by launching a new format
Objective
To grow the number of eating occasions for Border Biscuits by launching a new, and more convenient, biscuit bar format, starting with Dark Chocolate Ginger Biscuits and extending this to others in the range
While the gut-feel was that there was an obvious opportunity, the IDI process enabled the Border team develop and launch with confidence…
Opportunity - understand the category: in-depth category market data, analysed to understand the real commercial opportunity of launching a new biscuit bar
The team also identified which key assumptions they were making, which needed to be challenged
Validate: Direct feedback from 1,000 UK Premium Biscuit shoppers, testing the original product concepts as well as early-stage creative
IDI also uncovered the real consumer motivation and attitudes towards biscuit bars and brands
Approach
The insight gathered helped Border identify preferences with their creative, as well as specific feedback on price, packaging, format and potential flavours. This helped Border’s creative agency with final pack designs and campaign material
The sales team used the category insight gathered by TRKR to provide an evidence-based trade story for retail buyers, and it worked - they broke into Sainsbury’s initially and are now stocked in all the major multiples across the UK
Outcome
“We had a number of questions about occasion, pack format, brand design and key marketing messages. TRKR helped provide focus so that as a team, we had confidence in our launch plan. It also enabled us to create an evidence-based trade argument.”
Suzie Carlaw, Head of Brand
“Launching a Chocolate Biscuit Bar always seemed like an opportunity, given the success of our chocolate ginger biscuit. What we didn’t have was consumer evidence to back this up, or real feedback from shoppers about why they buy chocolate biscuit bars. TRKR helped us confirm who our target audience should be, and the key selling points that were most important to them in a chocolate biscuit bar.”
Suzie Carlaw, Head of Brand