# data[].attributes.body
On the commute to work
Between meals/meetings
Breakfast
Whenever hungry
Special versions for after workout

# data[].attributes.body
Regulating digestion
Can be consumed everyday
Contains all the ingredients for a balanced breakfast
Satisfies hunger
Appropriate for people with special diets (celiac, cholesterol, vegan)

# data[].attributes.body
Prebiotic
no added sugar
fiber source
source of protein
vegan
High content of vitamin x
gluten free

# data[].attributes.body
plant based milk
goody (fiber source)
plant protein (soy, bean, peas)
Different flavours (chocolate, banana, coffee, peanutbutter)
Stevia as sweetener (no added sugar)
Different varieties for different occasions (after sports,...)

Packaged individiual (0,25l) and family tetrapack 1l

# data[].attributes.body
50%

# data[].attributes.body
25%

# data[].attributes.body
25%

# data[].attributes.body
Woke up, has meeting  at 7 runs to the fridge only has 5 minutes he has our drink in the fridge grabs it and drinks it during the commute.

# data[].attributes.body
Cereal bar
Functional drink
Cookies
Salted snacks
Porridge
Smoothie

# data[].attributes.body
Nutritionally balanced (low calories, high fiber,..)
Cereal bar
Goody would be the source of fiber

# data[].attributes.body
Snack
Easy to prepare and eat as snack
Low calories

# data[].attributes.body
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)

# data[].attributes.body
Consider:  1) screening criteria, 2) weight of the individual screening criteria, 3) scale (fx 1-5)
Select ideas based on SUM

# data[].attributes.body
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?