Alpro Rye: Creating A New Category Within Plant-Milks

Our client Danone asked us to help them address the challenge from newer category entrants to the plant-based milk market.

Alpro is a well-established and respected brand – but perhaps better known for soya products rather than the more modern oat and nut products.

It was time to shake the market up!

The big idea was a milk based on the nutritious and wholesome rye grain.

The challenge was how to communicate the proposition to gain maximum consumer interest and engagement.

We were tasked with helping define a compelling proposition that resolved unmet needs and encouraged oat drinkers to switch to rye.

Unlocking Insight-Driven Growth

Our process involved three crucial elements: Unlocking consumer insights, crafting powerful stimulus and co-creating motivating concepts.

Insights

We took a five-day excursion into consumers’ lives via online ethno.  We looked in their fridges, used an on-the-go diary to track their consumption and got them to explore best in class with web searches & projective exercises

We gained invaluable clues about our consumers’ relationship with plant-milks and their perceptions of rye.  We were ready to craft inspiring stimulus.

Ideation

We analysed the insights gathered and identified platforms for proposition creation.  In a full-team, online workshop we explored how we could unlock their unmet needs and product dissatisfactions by leveraging the advantages of rye vs existing grain-based drinks.

We created a bank of motivating and compelling stimulus so consumers could create their own perfect rye milk product.

Concepts

Our moderators utilised the power of Discuss.io to not just explore the relative appeal of a range of proposition-driven concepts with super consumers, but also to spot the most motivating benefits and optimise the appeal of our propositions across multiple markets simultaneously.

We didn’t just evaluate concepts – we co-created them to maximise their edge versus existing plant-milks.

What’s Your Growth Challenge?

What is the challenge that’s holding back your business growth?

• Disruptive Strategy: Need to refocus your ways-of-winning?
• New Product Ideas:  Need to build a pipeline of breakthrough NPD?
• Brand Renovation: Need to revitalise an existing brand?
• Brand Stretch: Need to build new value streams from your core brand equity?

Whatever your challenge – we can help!