The client, a major food manufacturer, wanted to grow chocolate sales and brand relevance without relying solely on price. Rekhaprocity Labs conducted focus groups, interviews, and consumer sessions to understand needs and identify innovation opportunities. They interviewed 800 chocolate buyers and presented results and recommendations to the client. After testing new concepts with consumers, the client launched a premium chocolate brand. This led to a 30% increase in users in six months, reversing a sales decline and improving customer loyalty. The new packaging also won several awards.

1. 1© Rekhaprocity Labs | Case studies
Identifying innovation opportunities in the chocolate market
A major
manufacturer of
sweet and savory
treats.
Situation
Our client wanted to uncover new ideas to grow chocolate sales and increase brand
relevance without competing solely on price.
Approach
First, we applied our core methodologies to draw a Future Market Map for the client. We
conducted focus groups, in-depth interviews and one-on-one sessions to get a view of the
world through consumers’ eyes.
The sessions yielded white-space opportunities for innovation and an understanding of the
consumers’ evolving needs. We worked with the client to brainstorm questions for the next
phase of the research and used our framework to segment opportunities.
We also held face-to-face interviews with 800 regular chocolate buyers. After the
presentation of our results and recommendations, we worked with the client to test new
concepts with consumers.
Outcome
Following the launch of a premium chocolate brand, the company saw user penetration
improve by almost 30% in the first six months.
In addition to attracting new buyers, the food manufacturer reversed an ongoing decline in
sales and customer loyalty.
The packaging for the refreshed product range has won a number of regional awards.
Consumer Goods | Market Opportunities and Innovation
A food manufacturer increases brand
relevance in the chocolate market.