Violife had made great strides towards establishing their presence in the UK as the dairy-free cheese brand.
They had a growing audience of consumers that went well beyond just Vegans, but whilst Violife was seen as delivering relatively good quality within the emerging plant-based cheese sector, there was still room for improvement. Consumers were also vocal in calling for greater choice within the dairy-free fixture.
Violife were keen to build their brand portfolio, but wanted to ensure they were doing so with new products that met consumer expectations. They also needed to be able to demonstrate to retail buyers that there was real demand for these innovations in order to secure distribution.
We needed to develop a research approach that would enable us to evaluate consumer wants, needs and expectations of the various new product sectors that Violife were considering entering to be able to pin-point the opportunity for the new concepts.
We also needed to include product testing – often of a number of different potential new variants – within our approach, and to ensure that it was conducted in as natural an environment as possible.
Finally, we wanted to build a bank of scoring data that enabled us to compare the relative level of appeal of different products over the three years that this programme of work covered.