Context

A plummeting milk price and shrinking supply of farmers represented a significant problem for the dairy company Arla. The need to add value to milk was recognised – and this project was born.

Project

An extensive program was developed by brand development & innovation agency Haines McGregor to meet this brief. My role as insight lead comprised of developing, running and debriefing two phases of consumer research to inform brand and product innovation.

Results

Phase 1 research resulted in the identification of several fully characterised opportunity spaces and over a dozen value-adding product/ brand innovation starters. Phase 2 provided consumer guided concept prioritization and further diagnostic feedback to support a strong launch.

This work resulted in two brand lauches. Best of Both (B.O.B) – a half fat, full flavour offering and Big Milk – a vitamin enriched milk for under 5s. These brands added a significant £38m value growth to the category and winning several industry innovation awards.

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