Almond Breeze – The challenge.
Blue Diamond Almond Breeze was successfully established in the USA, where its growth had been built upon a combination of the health benefits associated with almonds and, importantly, an excellent taste that had helped it to supercede soy-based competitors. However, almond milk was largely unknown in the UK when Blue Diamond approached us to help pave the way for them to bring Almond Breeze across the Atlantic. They wanted clear evidence of a taste preference for Almond Breeze over the leading soy milk products amongst UK consumers in order to provide a strong rationale for supermarkets to stock this new range.
We needed to use a quantitative methodology that would provide the robust evidence that Blue Diamond required, but that would also enable ordinary consumers to evaluate the products on various key dimensions in order to enable the product team to address any specific aspects that were hindering performance. The questionnaire and testing approach that we developed not only addressed this immediate issue, but also acted as a framework for a series of subsequent product studies that Blue Diamond used to help direct their NPD in this sector.