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Unlocking New Growth Opportunities in Asia

The Challenge

A major beverage company faced stagnant growth and rising competition in the rapidly evolving China and Asia-Pacific market. It wanted to increase its market share in the single-serve, at-home (AH) coffee business. Recognizing the need for an innovative approach, the company partnered with Idea Couture—Cognizant’s digital innovation, strategy and design firm—to identify potential areas for innovation.

Our Approach

We conducted a market assessment, a foresight scan and a two-week in-field immersion in three key markets—China, South Korea and Japan. We explored an extensive number of options and identified the 25 most promising concepts, ranging from short-term strategies to long-term initiatives, across the company’s single-serve and AH beverage brands.

Based on consumer desirability as well as the company’s production and growth objectives, we prioritized 10 final concepts. We conducted a brand audit of the company’s AH portfolio after studying the China and Asia-Pacific region and the AH coffee space.

At-Home Coffee Innovation Accelerates Growth Opportunities

Our multidisciplinary research effort helped deliver 10 AH product concepts grounded in market data, foresight signals and human insights. We have an ongoing partnership with the company to test the final concepts and determine the best options for the China and Asia-Pacific region.



foundational opportunity areas


several preliminary, “mid fidelity” product concepts


10 product concepts for the company’s at-home beverage space