Melba Toast – The challenge.
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.