The Challenge: Launching a Non-Existent Category
When a global FMCG brand set out to introduce healthy baby snacks to Egypt, they faced a unique hurdle: the category didn’t exist.
Beyond creating a market from scratch, they needed to:
- Validate a new baby snacking concept within the local context.
- Identify winning flavors while filtering out rejected ones.
- Define acceptable pricing in an untested landscape.
- Finalize the product name and packaging direction prior to launch.
They had to test this concept with no established consumer behavior and no reference points—only an opportunity to pioneer organic baby snacks in a market hungry for innovation.
The Strategy: Turning Uncertainty into Insight
To transform this risky venture into a multi-SKU success story, we implemented a multi-layered research approach designed to eliminate bias and uncover true consumer intent:
- Usage & Attitude (U&A) Study: Analyzed mothers’ current behaviors regarding baby snacking.
- Concept & Taste Testing: Direct trials with both mothers and babies across five distinct flavors.
- Blind Taste Tests: Conducted to remove brand bias and capture authentic price perception.
Healthy Baby Snacks: Key Research Insights
The Results: Data-Driven Decisions
By following this rigorous methodology, the brand reached several integral conclusions that defined their go-to-market strategy:
- Flavor Optimization: Successfully removed one flavor out of the initial five based on negative feedback.
- Future Innovation: Identified and launched new research-backed flavors to expand the line.
- Price Architecture: Determined the optimal pricing based on the audience’s actual willingness to pay.
See the Full Story
Our research transformed a high-risk concept into a category-defining product.
Download the case by filling the form to discover which flavor was rejected and how we paved the way for a market leader!
