Helping Kallø Unlock Category Growth
The Kallø brand has carved a significant niche in the healthy snacking market – based on its brand promise ‘Better by Nature’
None of the Kallø products compromise on taste – but they’re all made with organic ingredients, with no added MSG or artificial additives.
In 2020 we’d helped the Kallø team identify their Better by Nature brand promise – so it was only natural that in 2022 they asked us to help them build a healthy pipeline of innovation concepts that stretches the brand beyond its heartland of Rice Cakes, light-meals & ‘topping’.
# 1: Data Analytics
Our team mined existing client data & analysed Google search behaviour to identify & map relevant trends and emerging consumer needs
# 2: Online Ethnography
We observed & interacted with consumers for a week online to gain insights into their existing consumption behaviours and identify drivers & barriers to usage
# 3: In-Store Experience
We then accompanied them on retail safaris to understand how they segment & navigate the category whilst on live shopping trips online & in store
# 4: Brainstorming
We then brainstormed formats with the Kallø team, nutritionists & super-foodies that addressed emerging & unsatisfied consumer needs.
# 5: Concepting
Our creatives leveraged the insights we’d uncovered to craft the most disruptive ideas into compelling consumer-facing concepts.
# 6: Consumer Co-Creation
Finally, consumers crafted their own ‘ultimate’ solutions using our starter-concepts & physical samples to fuel their creativity.
Untapped Moments, Compelling Benefits & On-Trend Ingredients
The first product from the pipeline of concepts is Kallø Veggie Thins.
They deliver highly-relevant benefits to ‘healthy eaters’ who are seeking to reduce their bread-consumption … and leverage the plant-based trend, without becoming overly-worthy.
The Kallø team have cleverly balanced wholesome ‘veggie’ ingredients like chickpeas – with crowd-pleasing flavours to create a perfect snack & light meal solution – accessing previously untapped moments, including: Dipping and Nibbling.
Unlocking Brand Equity or Disrupting New Categories?
Whether you are aiming to make your brand fitter, or build a healthy innovation pipeline – we’ve got the tools & skills you need:
- Analytics & Insighting: To identify drivers, barriers & white-space opportunities.
- Analysis & Strategy: To unlock your brand’s equity & growth potential.
- Brainstorming & Concepting: To disrupt expectations & turn fresh ideas into compelling concepts.
- Qual & Quant Co-Creation: To fine-tune thinking & optimise your propositions.