In-Store Intercepts That Optimize a New Product Facing
General Mills was in the final stages of product development and had arrived at their moment of truth. Could shoppers find Tiny Toast in the hurried, highly-competitive cereal aisle and easily identify it as an all-family cereal?
It was time to put Tiny Toast on the shelf and get direct consumer feedback. SIVO Insights set up in-store tests at two grocery store locations and conducted interviews with both pre-recruited and in-store intercepted shoppers to ensure a comprehensive consumer voice within the cereal’s target demographics. The consumer message was clear: Tiny Toast was not ready for launch. Shoppers did not “see” the product on the shelf nor did they understand that it was a cereal the whole family would enjoy. But the real question was, why? SIVO Insights dove deeper into these shoppers’ habits, loyalties, mindsets, biases, drivers and associations and formulated their key findings into strategic packaging recommendations to grab consumers’ attention and better communicate the cereal’s all-family appeal. General Mills incorporated several of these recommendations into a package redesign, which they again entrusted to SIVO Insights for another round of consumer tests and feedback. This time SIVO Insights reported that Tiny Toast was ready.
General Mills successfully launched their first new cereal brand in 15 years.
Look for Tiny Toast in your cereal aisle.