Optimizing concepts with speed for a successful global brand launch

How Fonterra Active Living tested 42 concepts with agility on Kantar Marketplace
Barbara Zhao, Insights, Fonterra Active Living“Thanks for the work you have done supporting our new brand launch. The study helps us validating our functional ingredients and concepts prepared for clients. The results help us make decisions when we choose concepts for different markets. Since the concepts are pre-tested for clients, we block the unnecessary risk for clients which is definitely the benefit of concept testing.” 


Active Living is Fonterra’s functional nutrition business unit primarily responsible for driving B2B sales and marketing of dairy ingredient products across markets.

Fonterra Active Living was looking for a partner for regular concept testing work globally to support a brand launch for their B2B business. The results were to be used both to optimize the concept propositions themselves and to provide insights to Fonterra Active Living’s customers, supporting engagement with ingredient sales.


The first project conducted was to test several nutrition and well-being concepts to understand consumer interest and how the concept potential (42 concepts) could be maximized across 5 key markets: US, China, Japan, Korea, and UK.


Fonterra Active Living saw the potential to expand across markets and categories, so it was important to utilize an established protocol for concept testing work that would be agile and provide a consistent approach.


Concept eValuate on Kantar Marketplace met the objectives of the research while also delivering the key insights on time. This provided Fonterra Active Living with the insights they needed to optimize the propositions before the launch. The concepts were successfully brought to market and have now launched under the brand Nutiani.

Since the concepts tested are accessible to the local, regional, and global teams on the Kantar Marketplace platform, it has also made it easy for Fonterra Active Living to utilize the insights in their customer and stakeholder engagement process.

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