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Connecting With Millennial Consumer Palate Through Innovation

The Challenge

A leading consumer goods company that offers authentic, accessible food to customers wanted to develop and produce products aimed at millennials. The evolving food interests of this cohort presents both opportunities and challenges. There is immense potential to develop new products, but to remain relevant it is essential that those products satisfy the ever-changing needs of millennial consumers. The company engaged Idea Couture, Cognizant’s digital innovation, strategy and design firm, to study the market and create an efficient innovation process that puts the consumer at the center of its thinking and product development.

Our Approach

We conducted an ethnographic study to gain insights on global emergent consumer tastes and food cultures. Based on this study we created “The Millennial Mirror,” a comprehensive multimedia guide to the company’s upcoming wave of consumers. We supplemented this guide with research guides categorized by city. We also conducted an ethnographic study within the company to inform a streamlined process and culture of innovation. It encompassed strategic planning, tactical process steps, integration points, approval points, socialization and commercialization. We organized the results of our work into a customized playbook.

Research Insights Inform Innovation

Armed with new consumer insights, the company has conceptualized, produced and released a series of products. Our research formed the basis for the design of these in-market products. It also helped the company begin a health-centric overhaul of its current and upcoming products, including the launch of a digital destination that provides nutritional information for all its products and the introduction of new organic offerings in its meal, snack and beverage categories. Placing innovation and consumer-centric thinking at its core has helped the company become a robust food brand for the modern consumer. Several major publications have featured the company’s journey to increase consumer and cultural relevance.

Long-term strategy

provided for owning the at-home dinner space

Strengthened reputation

as a resilient and modern food company

Informative online tool

increased company transparency