To establish the extent to which the innocent brand could stretch outside of its core smoothie territory – opening up product development (and growth) opportunities.
A number of qualitative focus groups were conducted – across a range of customer segments – to more fully understand core brand characteristics and associations, as well as map out the strongest areas of ‘fit’.
The outputs from this strategic study, helped to direct product innovation of this research programme, which led to a wider range of innocent products and also led to the entry of innocent into other food sectors e.g. Innocent veg pots, yoghurts, smoothies and fruit juice, all with various niche audiences.
