"Winning in a changing breakfast landscape"

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

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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.

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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.

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