Exploring NPD potential & refining positioning with Ovaltine.

Commissioned to completion in just 17 days.

Associated British Foods plc. needed to know if its new Ovaltine brand extension could compete with a market favorite - and fast.

Facing the real risk that the new product might miss consumer expectations or be mispositioned, ABF commissioned research to avoid wasted investment and lost shelf presence. This was a high-stakes decision point: determine whether the extension stacked up against the incumbent, identify shortfalls in appeal, and pinpoint how to refine product positioning for maximum consumer traction. The exact trigger for the project was clear - validate competitive performance and optimize positioning before wider rollout.

Key differentiator: A Concept Product Test (CLT) that paired concept evaluation immediately with physical product testing, enabling direct comparison between expectation and experience.

We recruited 150 category users to take part in a Concept Product Test CLT. The test featured two products - the new Ovaltine RTD and a leading competitor - and consumers were asked to assess how well the physical experience of the product matched the expectations set out by the concept.

This allowed us to assess how effectively the product fulfilled its promise, how it stood up against the competition and whether it was appropriately priced for the market.

In just 17 days, the new Ovaltine RTD was confirmed as a promising, health-focused product.

ABF received key insight into how to optimize the flavor and refine positioning to maximize competitive potential, as well as targeting strategies to lift purchase intent and support a higher price point.

Why this matters: Clearer positioning reduces go-to-market risk, enables premium pricing strategies, and focuses R&D and marketing spend where it will increase conversion and margin rather than chasing direct competitors.

Client quote: "The Product Hub platform didn't just make the process efficient - it elevated the quality of insights we could gather. the ease of set-up, real-time analytics and enhanced respondent experience ensured that every detail was captured and analyzed effectively."

Looking forward: With these product-driven insights and directional refinements, ABF is now in a position to move forward with iterative formulation and messaging testing, with speed and scale.