Blue Diamond Almonds
– The challenge.
Blue Diamond is a well-established almond brand in the USA and was looking to build its sales in the UK.
The UK savoury nuts market is dominated by peanuts – almonds have had very little presence in this sector…
“So how do we convince the UK retailers to stock our brand of savoury flavoured snacking almonds?”
In the UK almonds were not really thought of as a snacking option.
“Those useless bags of coated almonds people hand out at weddings and then promptly put in the bin”.
“I buy them ground and flaked and use them in cooking, but it wouldn’t occur to me to buy a bag for snacking”
We could have undertaken two or three phases of focus-group research, supplemented by some ethnographic work and accompanied shop depth interviews.
The smarter approach was to conduct an online forum for two weeks (and it was a lot cheaper too!)