Kellogg’s pop-tarts – Product Innovation

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Summary

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.

Innovation Strategy

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.

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Details
Brand:
pop-tarts
My Role:
Market Analysis + Innovation Strategy
Team Members:
Haywood Watkins, Ross Fletcher, Ben Schneider, Greg Elwood
Date:
October 2011