Challenge

The Mondelez gum group approached us to create two new product pipelines for two different brands, each with their own distinct consumer experience strategy. This was a global initiative targeting several countries.

Approach

The project began with an in-depth trend immersion session exploring flavor trends surrounding the two brands. Insights from this session were incorporated into Culinary Exploration Sessions with members of our Chefs’ Council® who brought trend-forward food items to spark fresh flavor insights. Flavor concepts were subsequently developed and brought to life with benchtop protocepts which were tested in a co-creation session with multiethnic consumers. We mapped winning ideas to a competitive framework that also identified current target consumer behavior. This schematic identified several opportunity areas which enabled both brands to define product platforms with distinct product development expressions. Our product development team then worked closely with the brands’ R&D teams on ingredient sourcing and commercialization process approaches.

Results

This project led to four products launched in three global markets with more in the pipeline planned to launch across a broader set of global markets. Products include Trident Vibes in Tropical Beat, Ooh La Lemon and Spearmint Rush flavors.