Reading in the latest copy of our Kidscan newsletter this week about Kellogg’s moves to reduce the amount of sugar in their breakfast cereals, particularly for those aimed squarely at kids, such as Coco Pops, got me thinking about an innovative product that tackled a similar issue in a completely different way.

Sipahh started in Australia in 2005, after founder Peter Baron took a fresh look at the flavoured milk market, and found it expensive, messy to make and way too high in sugar. Sipahh straws are wide plastic straws, filled with flavoured beads that gradually dissolve as the cold milk is sucked through the straw, adding flavour and colour to the milk. The flavours are somewhat less intense (read: less sugary) than pre-mixed flavoured milk, but kids still love it – not least of all because it’s FUN to watch the milk change colour and the beads dissolve.

What I love about his approach was that he didn’t just go for the obvious solution – making a cheaper, lower sugar version. Instead, he reframed the problem and thought about physically how the milk was flavoured, moving it from part of the production process firmly into the consumer experience.

Having now expanded into a number of countries worldwide, with regional flavour variants, Sipahh still seems to be going strong – tapping into the need for parents to get calcium into their growing kids, and the kids’ desire for fun food and drink.  In 2006 multinational big-boy Nestle launched a copycat product under their Nesquik brand… always a sign that a new product or category is significantly different, interesting and relevant, although sadly it will probably keep Sipahh out of the UK.

This is an example I intend to continue to use widely when talking about innovation, because it neatly shows how powerful the way you define your starting challenge and market can be in producing truly different and new ideas.

This week The Grocer reports on Nescafé’s 3in1 premix coffee sachets UK launch. A convenient pre-mixed blend of coffee, whitener and sugar.

We were asked to comment on the new product launch. Consultant Rosa Wilkinson describes it as “clever and insightful” and adds that “this could drive relevance for the Nescafé masterbrand. Coffee has had to make itself more relevant – today’s younger consumers are even more demanding of convenience than a couple of generations ago.”

Another new joiner this week – Steve Reeves is a new Senior Consultant here.

Steve has over 10 years experience agency-side, and has previously worked for Added Value and Clear. He has a real passion for innovation and great track record of helping clients develop ideas that make it on-shelf (and which make money) – from sharing confectionery to mobile tariffs to insurance policies…  He has worked on Innovation projects across a wide range of sectors including FMCG, Services, Telecommunications and Media. He has been responsible for developing industry-leading approaches to innovation strategy, idea generation, crafting and activation, across a wide range of blue-chip companies.

Steve is married with a 1 year old daughter, so outside of work he spends most of his time with his family – going to parks, swimming pools, ball pools, Starbucks and Pizza Express! He is a sports fanatic who loves watching rugby (especially Wales), football, cricket, tennis and playing golf.

We look forward to seeing his thoughts on the blog soon!

• “Any damn fool can put on a deal, but it takes genius, faith and perseverance to create a brand.” – David Ogilvy
• “If life deals you lemons, make lemonade; if it deals you tomatoes, make Bloody Marys” – Anon
• “The difference between perseverance and obstinacy is that one comes from a strong will, and the other from a strong won’t” – Henry Ward Beecher
• “Get a good idea and stay with it.  Dog it, and work at it until it’s done right” – Walt Disney
• “A brand that captures your heart gains commitment” – Anon

We are very pleased to welcome a new Consultant, Daniella Betts.

Daniella had a varied career prior to joining us, starting her career in traditional management consulting at Accenture, via a stint at Australian bank Westpac before bursting onto the innovation scene at ?What If! in 2006.
 
As well as having worked across many different categories, from dog food to pharmaceuticals, Daniella is an innovation specialist who has worked across the spectrum of brand innovation consulting.
 
Having just returned from an 18-month career break which she spent snowboarding in Whistler, Canada, Daniella is now happy to be back in London where she can indulge her other passions of music and food.