How we come up with ideas for new products
It all starts with an occasion. We work with the consumer research side of the business to identify and target different occasions when people snack. For instance, if you’re on your way home from a long day at work and you want to reward yourself with a treat, that’s considered an occasion.
We usually focus on an occasion for one of two reasons. One, because we think consumers would like more choices for that occasion, or two, because we don’t currently have any products for that occasion.
Once we’ve worked out what the occasion is, we start to think about what attributes the chocolate should have. We ask things like, how should it taste? What should it look like? How will consumers interact with it? Would you eat it with one hand or two? Is it indulgent? Should it be refreshing? What flavors should we use?
Once we’ve answered these questions, we begin to brainstorm and develop different products that address the needs of the occasion we have in mind. We’ll then take these products to a group of consumers and use their feedback to narrow down the number of products and start creating detailed prototypes.