Danone – Driving the Development of Shape Delights

Danone wished to enter the desserts market with a product offering a low fat option without compromising taste. The challenge for any manufacturer is how to combine both TASTE and HEALTH in one product.

Category growth of 14% achieved

Following our work with Danone, within 6 months of the launch of Shape Delights, Danone had achieved a 5% penetration of everyday desserts and had driven overall category growth of 14%, with Shape Delights accounting for 40% of this.

We worked closely with Danone, using a combination of sensory profiling and consumer research. Why was this such a successful approach?

Consumers were able to tell us what they like, but our sensory profilers gave us detailed information on how the test products differed, and using advanced analytics we combined the two sources of data to understand key drivers of taste and optimise the taste of Danone’s proposed product.

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