NEWS | MAINSTREAM MAKER | JAN 2025

Product Hub Features on MMR's 'The 2025 Show' with new Mainstream Maker initiative.

PH Case Study Cards

In January, Product Hub featured on MMR's The 2025 Show, a dynamic 1-hour webcast sharing fresh thinking to support CPG growth strategies.

PUTTING THE GUT STUFF TO THE TEST

First under the Mainstream Maker spotlight is The Gut Stuff, zeroing in on the burgeoning interest in gut health, a sector gaining significant global traction. While the dairy aisle currently dominates this space with products aimed at enhancing gut microbiome health, innovative brands like The Gut Stuff are diversifying options. They offer a range of high-fibre bars crafted to support digestive well-being, featuring ingredients such as date paste, chicory inulin, peanuts, and chicory root fibre. These bars are not only designed to improve digestive transit time but also cater to the growing audience of GLP-1 users seeking digestive support.

To evaluate consumer reception, we distributed three varieties of The Gut Stuff bars to 150 UK households already engaged in the functional snack bar category. The study commenced with an online review of product concepts, followed by a week-long in-home testing phase.

 

SENSORY AT SCALE

A distinctive feature of Product Hub is its integration with MMR's Sensory Science Centers. For this project, we employed our Sensory Portrait tool, utilizing expert sensory panels to objectively assess the alignment between the bars' sensory attributes and their proclaimed health benefits.

Our sensory evaluation revealed several key insights:
  • Packaging and Visual Appeal: The bars boast vibrant packaging that aligns with a clean-label philosophy. The surface exhibits a glossy finish with varied hues ranging from brown to deep brown, interspersed with lighter inclusions of diverse sizes and shapes. This natural variability enhances consumer perception, especially amidst growing concerns about ultra-processed foods.

  • Texture and Mouthfeel: In an era where consumer expectations are escalating, texture plays a crucial role. These bars present a dense consistency, encouraging mindful consumption and reinforcing perceptions of value.

  • Flavor Profile: While some bars showcased distinct flavors, others necessitate refinement. For instance, the Sea Salt and Caramel variant lacked a pronounced flavor identity, making it challenging for our sensory team to discern specific notes. Conversely, the Apple and Cinnamon bar exhibited a dominant cinnamon flavor that overshadowed the apple undertones.

In summary, The Gut Stuff's high-fibre bars effectively utilize visual appeal and texture to convey product integrity. However, as taste remains a primary driver of mainstream acceptance, slight flavor adjustments could enhance their overall allure.

 

Phiala Mehring Sensory Experience Director
WHAT NEXT?
For a comprehensive understanding, delve into the full case study here. And tune in to MMR's Impact Makers podcast for more upcoming Mainstream Makers.

 

ABOUT PRODUCT HUB
In today's fast-paced consumer landscape, the demand for rapid and efficient product innovation is more pressing than ever. Recognizing this, MMR Research has leveraged its 35-year legacy in product testing to introduce Product Hub—a platform designed to democratize robust product testing, making it accessible and cost-effective for a broader spectrum of market players.

 

The Gut Stuff Testimonial

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