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the challenge

Yoplait asked us to help them solve a question.

 

Our in home ethnographic research highlighted a key opportunity. Mum's simply weren’t placing yogurts in lunchboxes.

The solution became clear - we needed to create the world’s first spoonless yogurt.

 

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the process

Question:

“So why don’t you put yogurts in your children's lunch box?”

 

Answers:

“I don’t put a pot of yoghurt in the lunchbox because I don’t get the spoon back”

 

“At the end of the day, I get a lunchbox coated in yogurt”

 

“I’m worried it will get too warm to eat, especially on a hot day”

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the results
 

By joining the dots between consumer, supply chain and the customer we were able to develop the world’s first spoonless yogurt for Yoplait.

 

This pack solution resulted in:

 

- 40% category growth

- 52% reduction in pack materials

- Same product retailed at  20% on cost

- A product that is being sold at a premium to core

- A product that opened up new usage occasions, driving sales

- Test Market launch in Ireland 1 year from briefing

- Minimal £15k to prove the concept before capex released working with co-packers.