Our challenge was convert more people to plant-based meat (PB meat) in China. In particular how to position these products within Western style quick service restaurants (QSR) and casual dining restaurants (CDR).
Global stakeholder interviews and immersion in existing insights
Target audience behavioural deep dive: Digital self-ethnography, snacking diaries & in-home/in-store hang-outs (US, UK, Mexico, Turkey)
2 x full-day innovation workshops in the UK & US to ideate product ideas & build the global pipeline
Identified 3 priority innovation platforms, creating a clear focus for the innovation pipeline.
Developed behaviour based innovation ’wheel’ as a resource for future innovation planning.
Generated over 50 product innovation ideas, 6 of which were selected for immediate development.
3 ideas have progressed
to the next stage of the innovation gate process and are in on-going development.