Innovation and Project Management
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Healthy Snacks
Project Type
Innovation in the Food Category
Year(s)
2022 - 2023
Location
Peru
Role
Business Designer
I was called in mid 2022 to enter the project as a Business Designer to help diagnose its desirability and viability while the products were already in the market but underperforming in sales and profit.
Project Lead
At the beggining of 2023 I was given the responsibility to lead the brand and the team. After user research and viability analysis we identified several opportunities to improve the commercial and financial performance of the brand (portfolio rationalisation and value proposition redesign). Although the recommendations were well accepted by the directors, a decision to turn off the project was made mainly due to prioritisation of the business resources that were channelled to other more strategic categories and brands.
Key Learning
Playing in the Healthy Food category using chocolate as one of the main ingredients is a big challenge. Users highly associate this ingredient with indulgence instead of healthiness.
This was an innovation project applying Design Thinking within the biggest FMCG company in Peru with a partnership with IDEO in the early stages of user research and ideation.
The project intended to exploit the market trend of healthy food by offering a portfolio of 10 SKUs of healthy sweet snacks based on chocolate, dried fruits and super cereals under a new brand called "PURO".
The pre-commercialisation stages had a duration of 3 years and the commercialisiation was made between 2021 and 2023 using direct (ecommerce) and indirect (retailers) distribution channels.
Due to underperforming financial results the project was turned off by the end of 2023 after 20 tons and USD 1 million of sales.
It was the first time in the company's history that products were sold directly to consumers via an ecommerce and the first time this category was being explored. It was categorised as an Horizon 3 project (Disruptive innovation).
