Pepsi Foods came to us to with a pre-determined market space in China and needed help to break out of the breakfast-cereal territory and to expand with morning-snack product ideas.

Pepsi had experienced significant success in converting Chinese consumers from a morning ritual of rice congee to more Western- style cereals. Now Pepsi wanted to stretch into beyond-breakfast occasions to help them continue leveraging their healthier brand equities.

Solution

Through ethnographic research covering four cities across China, we became morning, breakfast and Chinese-snacking experts overnight.

We dove into consumers’ habits, practices and occasions and guided them through rigorous idea-co-creation-workshops to push the boundaries and create a revolutionary product range for Quaker’s morning-snack market. We funneled nearly 50 new product solutions into 12 new product concepts that the TSI team wrote for final consumer validation.

Outcome

Our insights and expertise provided Quaker with a five-year pipeline of new products that began launching in 2017.

To showcase our findings to senior stakeholders at Quaker, we leveraged our production partner to create a snappy 5-minute video to demonstrate the lives of our consumers and how they played a pivotal role in the product-development process and likely success. This video even attracted the global CEO’s attention!

Quaker has since launched two SKUs (see above) into the China market.