Danone: Concept Validator

Validating plant-based ice-cream potential

Danone was looking to investigate the potential of a number of dairy-free ice cream concepts under the Silk brand, to understand which showed most promise for progression.

Danone Silk ice cream

APPROACH

Using Concept Validator, we called upon 825 US ice cream consumers who were open to dairy free, and through an online survey were able to measure the overall opportunity of each concept, consumer expectations and potential category incrementality.

OUTCOME

Danone learned which concept had the greatest potential for progression. The winning concept had a significant edge in terms of purchase intent, fit to brand, and health attributes while not compromising on expected flavor delivery or indulgence.


We were also able to reassure Danone that their intended price point was well received and in line with consumer expectations for this kind of product.

Ice cream cones spots

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