Boni—launching an innovative meal replacement beverage

Balancing convenience with nutrition in a new food product geared towards consumers on the go  

THE CHALLENGE

Our client, a supermarket chain, wanted to expand their customer base beyond the cost-conscious family unit who frequented their stores. Specifically, they wanted to appeal to time-strapped, health-conscious young adults with disposable income.

OUR SOLUTION

After a careful review of potential products that would appeal to these customers, the team opted for a drinkable meal replacement that would be equally convenient while commuting or during a stand-up meeting at work. 

Because satiation and palatability were considered key differentiators for this new product, finding the right balance of macro- and micronutrients was particularly challenging. The formulation also had to be shelf-stable, given the assumption that this product might be carried around for long periods of time.

Through R&D, we opted for a pea protein-based solution that could come in different flavors. We executed taste testing rounds and gathered feedback during several iterations over a 12 month period. 

THE OUTCOME

The product debuted in several hundred stores and its initial sales outstripped key performance indicators agreed upon prior to launch, including increasing overall reach with the target audience. However, retailers struggled to find the right placement within the store and are currently re-evaluating the sales channel.