When it comes to innovation the best place to start is with the consumer. However, this is often far from the norm. Some companies perceive sensory & consumer research as a burden with research tools that slow down the route to market. In reality this could not be further from the truth. Used correctly they can deliver insights that inspire both innovation and creativity and result in the fast paced developed of successful products.
In 2016 FrieslandCampina started a new performance lifestyle nutrition platform. The initial aim was to develop a range of high protein recovery products (drink, powder shake & bars) under the brand Vifit Sport within a year. While FrieslandCampina has a wealth of expertise in dairy based FMCGs, with no existing sport nutrition products on the market we missed critical information about consumer preferences within this specialized category. Through a combination of agile sensory and consumer methods the entire category was screened. This gave insight into the sensory landscape of sports nutrition and allowed the identification of ideal organoleptic profile & benchmark products, providing critical focus for product development.