Kellogg’s pop-tarts – Product Innovation
In the past, pop-tarts has had some bad luck successfully introducing new products into the market. The challenge for pop-tarts here was to innovate a new line that would appeal to an adult consumer.
After some market analysis and consumer research we discovered a way in: Move pop-tarts from a guilty breakfast to a rewarding snack by lifting the burden of breakfast pop-tarts' currently carry.
To overcome the burden of breakfast, pop-tarts could benefit from associating itself with something that has already done so: coffee. Something the "Corporate Warrior" target we identified knows all too well.
- My Role:
- Market Analysis + Innovation Strategy
- Team Members:
- Haywood Watkins, Ross Fletcher, Ben Schneider, Greg Elwood
- October 2011