Innocent: Concept Validator

Validating smoothie concepts in China

Innocent wanted to enhance their current competitive advantage in Mainland China markets through creating appealing product concepts for their smoothie range. They were looking to understand consumers’ overall opinion and perception of the concepts and identify any communication or optimization opportunities.

Innocent smoothies china


We used Concept Validator to assess 4 smoothie concepts, looking at key metrics including overall performance, fit to brand and believability.

This gave innocent a clear understanding of concept performance, and the clarity for which to move forward with.


All four concepts performed well, delivering on both health and treating associations.

One concept stood above the rest, and innocent received detailed recommendations and optimization guidance for how to improve this concept even further, and better align the price point with consumer price expectations.

Innocent smoothies

This fast, flexible approach allowed us to explore multiple aspects of the proposition, giving us the confidence we needed to progress with development.

The Express team has the right mix of skills to deliver strong insight while being a pleasure to work with.

Consumer Insights Manager, innocent

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