Our client had recently created a new wholesome and natural brand that gave them scope to explore expanding their footprint into the dips category. Sales and trend data suggested that the dips category presented itself as an exciting opportunity for future investment in the Australian market. In our fast-paced market, many innovative & health-focused products already existed, so the client wanted to know… what’s next for dips?
Develop a defendable innovation strategy for the dips category to ensure future growth for the clients business.
In a three-stage process, we explored the dips category through online forums, cocreated in face-to-face workshops to build and refine new products, then validated these new concepts through an online survey. The category lens found that taste and uniqueness would be key to success and supported the hypothesis that their brand positioning was an opportunity positioning. The findings steered the brand closer towards an ideal positioning, highlighting some must-haves and watch-outs. The co-creation delivered some clear ingredients to feature and hero in product concepts.