Two plant-based drinks, read blind against their competitors: one needed reinforcing, the other reformulating
A plant-based foods company wanted its almond and oat drinks read against the brands they compete with on shelf, formulation first and brand second.
In each test, respondents tasted all four products blind in rotated order, then saw the brands, so the brand's contribution could be measured directly.
The two drinks told two stories. The almond drink placed a clear second blind and its brand closed most of the gap to the leader, so the decision was to reinforce rather than reformulate. The oat drink needed work on three specific attributes, and the brand was carrying it. The client had a different, precise action for each.
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- The question
- How do our almond and oat drinks compare with the competition blind, and how much is the brand carrying?
- Approach
- Blind central location tests, every respondent tasting all products in rotated order, then the brands revealed
- Where
- Two metros, India
De-identified. Names, places and distinguishing details are generalised.
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