Case Study : Shape Delights

Business Aims

Danone wished to enter the desserts market with a  product which offered a low fat option without compromising taste. Their challenge was how to combine both taste and health in one product.

Marketing Sciences Solution

A combination of sensory profiling and consumer research was used. Consumers told us what products they liked, sensory profilers gave us detailed information on how these products differed, and advanced analytics combined the two to understand key drivers of taste and help optimise the taste of Danone’s proposed product.

Client Impact

Within 6 months it had achieved 5% penetration of everyday desserts and driven category growth of 14%  with Shape Delights  accounting for 40% of this.

“We developed a research plan in partnership with Marketing Sciences that helped us to improve the product at every step of the process and explained the great results at the final consumer test. The key for us is that we worked hand in hand with Marketing Sciences right from the beginning of the process and used the final consumer test more as a validation of the previous steps rather than as a risk management tool.” Cecile Lux, Head of Insights, Danone