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Breakfast Food Company

"Winning in a changing breakfast landscape"

The result was seven top-scoring concepts for innovation and a new market rejuvenation strategy.

The breakfast market was changing, and cereal was losing share. There was a need to identify the most motivating consumer needs in a constantly evolving breakfast landscape and seek opportunities to grow cereal beyond the opportunity to simply steal share of a category in decline.

We developed targeted propositions against key opportunities for current brands and future innovations. We used a combination of an insight rewind, in-depth qualitative exploration, quantitative segmentation and trends analysis to understand consumer needs, how the category was changing and where it might be headed next.

The result was the development of seven highly successful concepts for both adults and kids that are now being developed.