Van der Meulen
Tailored Positioning & Range Development Research
Dutch baker van der Meulen wanted to explore the potential to develop their range of Melba Toast products in the UK. They had a presence in most supermarkets, but the sector has had little investment or innovation in recent years.
We suggested a tailored qualitative research study to explore how, why and when UK consumers currently use these products.
But we also wanted to inject some stimulus – both ideas and products – into the research to provoke discussion and to enable respondents to consider ‘what might be’; new ways in which Melba Toast could be used and enjoyed.
What did we do?
We conducted a series of focus group discussions within which a range of packaging ideas and product formats were introduced and explored.
We provided respondents with a selection of further new products (more than could have been properly evaluated within the group sessions) to enjoy with friends and family within their own homes.
Perceptions of product taste, quality and appeal, together with price expectations, likelihood of purchase and flavour preferences was then obtained via an online feedback forum, complementing and building on the focus group findings.
Fresh learning on the potential role and usage of Melba Toast products, and identification of key barriers to overcome.
Clear direction on how to make the range more contemporary and appealing – brighter presentation and language that opened up much wider potential usage occasions.
Identification of the innovation concepts that hold the greatest potential for successful launch in the UK – embracing new shapes, sizes and flavours.