# data[].attributes.body
- Rich in protein (1 cup of chickpea = 1/3 of protein daily needs)
- Source of fiber, minerals (calcium & iron) and vitamins
- Low in saturated fat
- No added sugar
- High energy intake
- Eco-friendly packaging
- Low production costs

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That's why she is in search of easy to use but exciting solutions to improve her daily protein intake without compromising the taste.
- Solid or fluid texture
- Different flavours: paprika, oregano,
- Easy to use and to add to meals

# data[].attributes.body
Sarah, like all of us, is leading a fast-paced life with lots of everyday activities and commitments inside and outside of work. After the pandemic, she tries to adopt a healthier lifestyle through regular exercise and nutritionally balanced food choices (more protein, vegetables, less added sugar and calories).

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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?

Sarah has limited time for meal preparation but wants herself and family to eat healthy and fulfill nutritional needs through a meal. Salad is a good option but can be "boring" as an experience. At the same time, she wants more protein in her family's meals and children are reluctant to eating greens or chickpeas in their original format so a tasty topping (e.g. with more flavour/ingredient combination such as garlic, pomegranate, paprica, etc) is an attractive and healthy solution.

# data[].attributes.body
- High protein content
- Low sugar, but sweet
- Nutritive
- Tasty
- Attractive to children
- Affordable price for the quality

# data[].attributes.body
- Oatmeat healthy bar
- Chickpea protein concentrate topping for salads or meals
- Plant-based "milkshake"

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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

1. Oatmeal bar = (0.2*5)+(0.3*4)+(0.5*4)=4.2
2. Chickpea topping =(0.2*4)+(0.3*5)+(0.5*5)=4.8
3. Plant based milkshake =(0.2*3)+(0.3*4)+(0.5*3)=3.3

Criteria 1: Technical Feasibility (0.2)
Criteria 2: Nutritional content (0.3)
Criteria 3: Price (0.5)

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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?