Nutella is the world-famous sweetened hazelnut chocolate spread manufactured by the Italian company Ferrero. It was introduced in Indonesia and its popularity grew steadily over the years – being today the number one selling of its kind. In order to gain consumers, increase loyalty and new spend amongst current consumers, Jika Chocolat and Chef Richard wants to introduce a new spread product.
So to maximize product impact in Indonesia, Chef Richard came up with different spread recipe, respectively around the breakfast occasion. Following up on a study which did not indicate a clear winner between the different spread, and suggested some room for improvement, the spread is not yet release on the market.
What Richard did?
He conducted this study in different stages, alternating between qualitative and quantitative modules so to maximize consecutive learning. He first reached out to members of his network with a standard screening and spread concept. Those who were positive towards the concepts were then selected to a test period.
For about two weeks, some consumers tried out the spread in their own environment, while registering their experience. The spread team reworked the concepts based on consumer feedback. After the in-home test, we invited all users to a closing survey so to validate qualitative findings and evaluate the spread positioning.
The results
Our deep dive target group helped the spread team to refine and validate the breakfast concepts, allowing for a deeper understanding of its core strengths and the more superfluous elements. Overall, the spread product with the most hazelnut came out a clear winner. The spread appeal relies on the healthy and soothing look and, mostly the taste. The authentic chocolate spread is highly appreciated!