Abstract:

Johnson Wax Ltd., are looking into the possibility of launching an aerosol cooking aid on to the UK market. The product would provide a pure vegetable coating, with the soya bean extract Lecithin as the active ingredient, to prevent food from sticking to cookware. Two similar brands have been tested marketed in the UK, both were unsuccessful, although not necessarily due to product or conceptual problems. Similar brands have been successfully launched in America and Australia. The research was required to evaluate the pan spray concept, initial positioning propositions, and possible names, to establish whether the Company should give a continued commitment to the product and to give direction to this commitment.