CASE STUDY | ASSOCIATED BRITISH FOODS

Exploring NPD potential & refining positioning with Ovaltine.

Commission to completion in just 17 days.
Associated British Foods wanted to explore the potential of a new RTD extension within the Ovaltine brand.
CONTEXT

They wanted to understand how it stacked up against a market favorite, as well as how well the new product met consumer expectations and how to refine product positioning for maximum appeal.

PROCESS

ABF conducted a Concept Product Test CLT featuring two products: their new Ovaltine RTD and a leading competitor. We enlisted 150 category users to assess how the product experiences matched the expectations outlined by the concept. Initially, consumers examined the product concepts and were then provided with the actual product to test. This allowed us to assess how effectively the product fulfilled its promise, how it stood up against the competitor, and whether it was appropriately priced for the market.

RESULTS

The new Ovaltine RTD product appeals to health-conscious consumers, though its market positioning requires some clarification. In terms of taste, while consumers appreciated Ovaltine's malty flavor, the competitor's product, with its creamier texture and more pronounced chocolate taste, still had an advantage. This presents an opportunity for Ovaltine to refine its recipe or target a different consumer segment. ABF can explore a new market niche that doesn't directly compete with others. Enhancing sensory appeal and focusing communications on health benefits could boost purchase intent and support a higher price point.

 

WHAT NEXT?

The study verified that the new Ovaltine product has promise as a health-focused option. With some adjustments to its taste and branding, it could emerge as a formidable competitor in the market. Now, equipped with these insights, the way ahead is more defined than ever.

 

ABF PH Testimonial

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