Case study: Knorr Vie
Knorr is a key global brand for Unilever and Knorr Vie was launched to meet consumers' desire to boost their intake of fruit and vegetables.
Unilever asked us to help them explore the further potential for Knorr Vie as the first stage of a major NPD project.
We reviewed a large body of existing research - not just on Vie or even on Knorr, but also on Unilever's other brands. By using our proprietary approach we were able to:-
- show clearly the needs and occasions that fruit and vegetables fulfil
- enable the team to see the growth opportunities at a glance
- develop a model of how health attitudes relate to life-stage
- show how the role and benefits of fruit and vegetables vary
- highlight the optimum consumer targets for new processed fruit and vegetable propositions
As a result, for the Knorr team we:
- generated new cross-portfolio insights
- identified the key areas of missing knowledge
- developed a resource for use by other global category teams
- created considerable savings in research costs, management time and overall project duration.
