Stage 1: Groundwork
The Bord Bia Consumer Insight & Innovation
team have partnered with Glenilen to develop a
range of single serve chilled desserts, for the Irish
market. This case study details how Bord Bia
ensured consumer insight was embedded into the
development process.
INSIGHTS & INNOVATION WORKBOOK
Glenilen Farm
Growing the success of Irish food & horticulture
Stage 2: Exploring
INSIGHTS & INNOVATION WORKBOOK
Glenilen Farm
PROJECT BACKGROUND
Glenilen Farm is now a well established business
with a renowned range of high quality desserts
and yoghurts produced by the Kingston family
from their farm in Drimoleague, Country Cork.
In 2013 the development of a new line of
individual portioned or “single serve” desserts was
proposed.
We worked with them to understand the size
of the business opportunity and the consumers
reaction to this new product offering.
BUSINESS ISSUE
CONSUMER ISSUE
Glenilen, already established in
both desserts and in the yoghurt
category, have a good track record
with consumers in offering individual
portioned branded products.
We needed to understand what drives the
consumer to select dessert brands, the
products they choose and what appeals to
them across the dessert aisles in terms of
presentation, layout and offerings.
Retailers had identified chilled single serve
as an area for growth. Glenilen needed
to understand what the development
of a new line of single serve desserts
would have on their core business.
We also needed to understand the
consumer occasions and usages of single
portion desserts.
Stage 1:
Groundwork
Stage 2:
Exploring
THE PROCESS
The Bord Bia Consumer Insight & Innovation team’s role was to
facilitate with the Groundwork and Exploring stages of the insight
& innovation workbook process. This involved a number of phases
including the review of a range of market reports and the undertaking
of a number of focus groups and in-store visits.
HOW DID WE HELP?
Stage 1: Groundwork
“Groundwork” involved reviewing a
range of data sources to understand
the size of the single serve opportunity
and also in doing so, contextualising
this against Glenilen’s core yoghurt
business.
Stage 2: Exploring
“Exploring” involved conducting
qualitative focus groups with consumers
to learn about their reactions to these
new product offerings from Glenilen
and how they might fit within the
category. This was done in tandem with
in-store visits which helped understand
shopper behaviour at the fixture.
WHAT WERE OUR
INSIGHTS?
WHAT WAS THE IMPACT
ON BUSINESS?
Glenilen as a brand is associated with
individual consumption occasions
through their yoghurt range. The
research validated the opportunity that
the new single serve desserts were
a nice fit with the brand. The range
was seen as a good complement to
their single serve yoghurts facilitating
a different consumption occasion.
Glenilen secured a number of listings
across a range of retailers, and a meal
deal promotion with Tesco Finest.
Bord Bia’s Insights & Innovation Workbook
This new delicious range of Glenilen desserts were developed using best practice
techniques detailed in Bord Bia’s Insights & Innovation Workbook.
For more information contact:
E-mail: info@bordbia.ie
Telephone: (01) 6885155
Growing the success of Irish food & horticulture