Abstract:

This paper will present an overview of a two-year development programme involving the transfer of a new, revolutionary instant meal technology from Asia to Europe. The novelty of the technology meant the planners could initiate a classical research programme, starting from a clean sheet, and develop in parallel both the formulation and the other marketing mix elements. The process moved inexorably through its various stages: from screening, via taste testing, into the home, and on to full mix research. Ingredients gradually merged to form a complex meal. In parallel, positioning statements turned into novel advertising designed to introduce a new food category, material options became a final pack type and shape, and a name was selected. Considerable problems were revealed by the research along the way which might have brought the whole process to a close; but these obstacles were overcome and eventually some early test scores, which had been at an historically low level, were transformed into a predictive mix test result which indicated that a launch could be contemplated with confidence.