Whole Earth


Parent brand Wessanen wanted to understand how to translate macro trends and consumer insight into genuine innovation for the Whole Earth, Clipper, Kallo & Mrs Crimble’s brands within their core categories, as well as explore where the brands could stretch.


TVE ran qualitative research with consumers to identify relevant and motivating “innovation platforms” to guide focused Ideation Workshops. Prioritised ideas from these sessions then upgraded into a second round of consumer research to build and refine them into fully formed concepts.

These concepts were then fed into our Champions League style quantitative testing process to assess the appeal, relevance & uniqueness.


At the end of the process, each of the four brands had at least 10 ideas to populate their 2020 innovation roadmap, with a clear understanding of relevance and appeal to build the business case and trade stories.

By: The Value Engineers

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