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THEO CHOCOLATE

CONCEPT DEVELOPMENT & BLUEPRINT FOR GROWTH

THE ASK

Theo, the U.S. fair-trade, organic premium chocolate manufacturer, was seeking to define the go-forward strategy to drive business growth through differentiating new product innovation that deliver the vision of what comes next for the marketplace. 

THE APPROACH

1. IMMERSION & FOUNDATION

  • GrowthWorks first developed a FUTURE OPPORTUNITY MAP, rooted in consumers’ needs and drivers. This map connected those needs with emerging trends and future expectations for products and services both in close-in and adjacent categories.

  • GrowthWorks defined five (5) STRATEGIC GROWTH PLATFORMS that provide the foundation for the innovation effort as well as longer term growth initiatives.

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“Just as we were nearing the consumer research phase COVID hit and dashed all our planned face-to-face qualitative work...the GrowthWorks team properly paused the project to determine if we could pivot the work to a virtual setting.  Only after convincing themselves that we would lose nothing we proceeded to conduct the rest of the project virtually. I believe the consumer learnings were much deeper and insightful as a result.”

— Etienne Patout, CEO

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2. IDEATION & CO-CREATION

With a reimagined online approach:

  • Collectively, generated 80 seed ideas through online ideation with relevant stimulus (consumer panels, video tours, experts, and virtual tastings) designed to spark inspiration.

  • GrowthWorks co-created and iteratively built out the most promising 24 trigger concepts with target consumers through interactive online activities (online boards, live webcams, etc.).

  • GrowthWorks quantitatively validated the top 12 concepts emerging from qualitative efforts.

THE WIN

Pipeline of 12 winning concepts that met or exceeded challenging launch hurdles. and a 3-year innovation roadmap with close-in and further-out spaces from Theo’s current business and thus will expand the brand’s future presence and reach in exponential ways.

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"In the end, what really counts is walking out with a range of concepts you have the confidence to invest the resources required to bring them to market.  Like an old roll of 36 film, I was always happy to get one or two good pictures to hang on the wall.  The same applies to concept testing.  For our project, we ended up with a full portfolio of concepts ready for framing.  Some of the best results I’ve seen over hundreds of concept testing rounds."

— Etienne Patout, CEO

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© 2020 GREAT LAKES GROWTHWORKS     contact@glgrowthworks.com   |   220 S Main St Ste 300-301 Ann Arbor, MI 48104

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