Packaging development in the frozen dessert category

The Need

Our client, a global FMCG brand owner was developing a new frozen desert range and needed to understand attitudes and perceptions in the category as well as detailed feedback on product packaging concepts.

Our Approach

Opinium conducted an online Pop-up Community whereby participants were asked to go into a supermarket and shop the frozen desserts fixture, make a purchase and then provide video feedback on the experience. We also shared packaging concepts with the community who offered detailed feedback via image highlighter tools.

The Outcome

We provided clear recommendations on which packaging elements should be taken forward for the new range of desserts. Wider learnings on category attitudes, perceptions and the in-store experience also helped the brand team focus the positioning and launch of the new range.

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