CASE STUDY | JADE & JOY

Delivering superior product experiences with a great tasting, plant-based collagen snack bar.

Commission to completion in just 3 weeks.
Jade & Joy, a challenger brand in the healthy snack bar category targeting skin care benefits, required validation of their proposition against two main retail competitors (whey and plant-based protein).
CONTEXT

What are consumer expectations for a plant-based collagen snack, and does the product meet them? How does it compare to competitors, and what unique sensory features can differentiate it in the market?

PROCESS

Jade & Joy carried out a Concept Product Test iHUT involving three products: their Cookie Crumb Collagen snack bar and two leading competitors (one plant-based and one whey-based). They enlisted 375 category users (125 for each product) to evaluate how the snack products' experiences aligned with the expectations set by the concept. Initially, consumers reviewed one of the product concepts online, then received the corresponding physical product to test and provide feedback. Jade & Joy also utilized our Sensory Portrait bolt-on tool, employing MMR's expert sensory panels to gain an objective understanding of the product's sensory experience, offering valuable insights into competitive differentiators that could distinguish them in the market.

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RESULTS

Jade & Joy was perceived as superior, healthier, and more premium than competitors. It outperformed its plant-based rival and matched they whey-based market leader in post-trial experiences. The product's superior flavor, complex texture, and appealing packaging were highlighted by consumers.

These findings supported retail discussions and strategies to boost trial, showing that consumers would likely return after trying the bars. During our Sensory Portrait exercise, MMR's sensory panel noted fewer 'off notes', and consumers found Jade & Joy exceeded expectations, reinforcing its strong market position.

WHAT NEXT?

Following our collaboration with Jade & Joy, the brand achieved the Gold Award in The Grocer 2024 New Products & Packaging Category and became the first snack product to earn a Vegan Beauty Award. This accolade underscores Jade & Joy's pioneering dedication to crafting tasty, sustainable, and nutritious snacks that cater to the changing demands of modern consumers and the rising trend of ingestible beauty.

"This accolade is a powerful endorsement of our innovative approach to merging indulgent flavours with scientifically-backed health benefits, a combination that makes wellness not only accessible but truly enjoyable. As leaders in the ingestible beauty industry, we are proud to be setting new standards in how consumers experience beauty from the inside out."

Sources:
The Grocer 2024 Awards
The Vegan Beauty Awards 2024

 

JJVBA
JJGrocer

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