Using A 360-Degree Consumer Approach to Innovate A Successful New Category
Fiber One, a successful General Mills brand with a healthy weight loss halo, was looking to expand its winning formula into a new snack category. Fiber One Granola Bars and Brownies continued to have mass consumer appeal, hitting high marks for low-calorie count, great taste and high fiber content, but other categories expansions had been quick to fail in distribution. How could General Mills guide better decision making in selecting a new category that would lead to additional profitable returns? What total product offering would ensure long-term consumer appeal and market distribution?
General Mills tapped a SIVO Insights research consultant who specializes in using SKU data to assess new product environments. By gathering and analyzing already existing and easily accessible SKU data, a comprehensive analysis was made of each potential new category. Looking at the category size, growth, key players and claims over time to see patterns and opportunities, a recommendation was made that the healthy cookie category showed the largest white space opportunity. Data also informed what flavors, quantities, pricing, distribution and marketing levers had historically been the most successful. SIVO Insights then tested this data through an interactive consumer exploratory workshop to develop a total product offering that would best meet the needs of healthy snackers. Once formulated, produced and designed, SIVO Insights put the Fiber One Healthy Cookie on the shelf at a major distribution retailer to add one more level of consumer input during optimization. General Mills tweaked the packaging design, product messaging and isle placement based on SIVO Insight’s recommendations and prepared for launch.
General Mills had a successful new category launch with the Fiber One Health Cookie that continues to have full distribution for three years and counting.