A challenging yet exciting project to identify a market niche for an ‘accidental innovation’ product from a top global conglomerate. Product contextualisation in a number of likely environments led to discovery of a new innovative functional food market space valued at €38 million in the institutionalised elderly and health service for vitamin enriched products in the UK, Germany and France. Architectural deliverables for the project covered business case and requirement identification for market entry at customer, partner and internal resources levels.

Scouting markets to place product innovation