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For a person who is eager to change his busy life with a healthier diet and replenish his health and energy to the next level.
We offer you a high nutrient value meal = READY-TO EAT SOUP:
1. Rich in proteins vitamins, minerals, fibers, and antioxidants, omega 3 FA BUT low in sugar and energy
2. With ONLY natural and fresh ingredients, without artificial colors and additives
3. Friendly to use sustainable packaging in different sizes

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1. Since he is overweight (and probably has related health issues e.g. CVD, elevated blood glucose) our product is a perfect fit for his health because of our beneficial ingredients and nutritional value.

2. Since he is very busy (and doesn't have time to prepare healthier meals), our product can help him with reaching his health goals, without compromising the work and social life.

3. Since he spends a lot of time commuting in a car, our poriduct offers him convenient way to eat his meal while driving, without the risk of making a mess.

4. He doesn't know how to cook (plus he is recently divorced), he doesn't need to prepare the meal by himself in order to enjoy the healthy benefits!

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1. Satiated -> I don't snack as much anymore
2. Boosted with energy, ready for the day and exercise
3. Feeling healthy and younger!
4. I can enjoy my fast BUT healthy meal at any time, ANYWHERE, without making a MESS everywhere.
5. Happy, because I found a delicious product that I can eat to improve my own mood by getting healthier and more fit! Plus I can choose my flavors.

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- get my 5 per day
high AO level
- low E density
- energy boost,
- high mineral and vitamin level
- high in complex carbohydrates
- low sugar
- gut-friendly
- high in omega-3 and omega-6 FA (good ratio)
- vegan
- environmental friendly
- great taste!
- gluten-free, lactose-free, free of additives

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High protein, fiber, vitamins
Natural colors, without additives and artificial colors
Made from fresh ingredients (veggies, fruit, seeds, oats)
Farm to fork concept
Liquid, handy packaging --> "ready to eat" + convenient to eat
Recyclable paper (carton) packaging
Different sizes (250 ml , 500 ml, 1L)
Different flavors (green, red, orange) --> different health claims; we have something for everyone and every mood
Low energy density BUT high nutrient density

# data[].attributes.body
Ready to eat soup (w 30%) | 4.8
Soup in powder (w 30%) |3.6
Smoothie (w 20%) | 3.6
Protein bar (w 20%) | 3.4

# data[].attributes.body
AVAILABLE RESOURCES (STARTUP)
Ready-to-eat Soup          4
Smoothie                           5
Soup in powder                 3
Protein bar                       4

# data[].attributes.body
SUPPLIERS
Ready-to-eat Soup          4
Smoothie                           5
Soup in powder                 3
Protein bar                       4

# data[].attributes.body
SENSORY CHARACTERISTICS
Ready-to-eat Soup          4
Smoothie                           5
Soup in powder                 3
Protein bar                       4

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MARKET SIZE
Ready-to-eat Soup 4
Smoothie 3
Soup in powder    3
Protein bar 5

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= person will feel full and satiated --> prevent snacking
= it can be cold, so he can have a fresh meal (not too heavy)
= energy boost -> more motivation for a general lifestyle change

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= incrwase the bioactive value of our soup (fiber, B-glucans)
= improve the texture
= nutritional claim --> build a good label --> good marketing

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SOUP "ready to eat"

1. Hot or cold
2. Similar to Gazpacho
3. Blended plant-based ingredients
- legumes (chickpeas, beans, peas)
- seeds
- seaweed, alage
- GREEN: spinach, broccoli, cucumber, mint
- RED: beetroot, cranberries, red algae
- ORANGE: carrots, onion, pumpkin, mango

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1) TRY TO MAKE A MOCK-UP from the BEST VOTED IDEA regarding the “new food ingredient “GOODY”…

- Create a “real” concept with its possible variations.

- Think about your persona!

2) DESCRIBE PRODUCT CONCEPT + PRODUCT POSITIONING:

>>WHAT ATTRIBUTES/BENEFITS CONCEPT HAVE [20 min]

- Product characteristics -  What product contains (e.g. fiber)

- Benefits - How your persona benefit from this product? (e.g. health)

>>WHAT CONCEPT PROMISES BUT DOES NOT SPECIFY [10 min]

- Experience/Feelings -  Think about your persona! What he/she thinks/feels about the product or why she/he needs it? (e.g. excited)

- Situations/Context - When or how would your persona use this product? (e.g. high cholesterol)

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Consider:  1) screening criteria, 2) weight of the individual screening criteria, 3) scale (fx 1-5)
Select ideas based on SUM

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1) GET ACQUAINTED WITH YOUR PERSONA AND THINK WHAT ARE THEIR NEEDS AND DESIRES: WHAT KIND OF PRODUCTS WOULD RESPOND TO THOSE NEEDS AND DESIRES  (5 MIN)

2) WHERE WOULD “GOODY” FIT IN AS AN INGREDIENT TO GIVE ADDED VALUE TO THE NEW PRODUCTS THAT RESPOND TO YOUR SPECIFIC PERSONA’S NEEDS AND WISHES. (12 min)

Share on group level and derive some BROAD PRODUCT IDEAS based on (a selection of) these word associations. Write down the ideas.

3) CREATE STORY BOARDS FOR 1 OR 2 SELECTED IDEAS. (13 min)

Select the 1 or 2 of the ideas above and think about your persona and the “story” of how this person would interact with the product (before, during, and after consumption).

What attributes and benefits would this persona expect to see?

What would this persona think and feel?

What would persona say and do?