Finding White Space to Fuel Growth

Challenge

Helping a nutrition brand unlock actionable B2C future-oriented innovation opportunities to inspire a 2025+ retail innovation pipeline and fuel growth.

Our challenge was to help our client innovate in the infant/child nutrition space, by analyzing existing products and adjacent categories for inspiration. We were tasked with exploring parents’ relationship with the category and their experiences feeding their children, and identify shifts in culture, the category, and consumer behavior to identify areas of opportunity.

Approach

We started our journey by analyzing the B2C child nutritional landscape using, through the lends of our 4Cs: culture, category, company, and consumer. We then launched a series of dyads with parents of diverse backgrounds, to get a real sense of what they needed to feel successful as “on the go” parents of some very picky eaters, as well as children who had specific nutritional needs.

Impact

The project culminated with an in-person half day debrief and workshop, where we immersed the team in the insights gleaned from the project, including a share-out of 5-6 recommended white space opportunities to further pursue for their B2C brand.