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From Zero to Hero: How Coke taps into behavioural science

Opinion • Andrew Wardlaw, March 2021

Packaging doesn’t only set expectations about a product – it can actually determine how we experience it. Andy Wardlaw applies behavioural theory to an example from Coca-Cola.

Sustainability, Veganuary and more: new trends in plant-based foods

Article • Danielle Jackson, WARC Exclusive, March, 2021

With sustainability and health now major consumer food trends, more shoppers are buying plant-based foods as part of a ‘flexitarian’ or vegan diet.

First impressions matter: Understanding the power of spontaneous reactions to develop stronger innovations

Article • Research on WARC, March 2021

Sets out how the first impressions consumers form of your new product can determine whether they move forward to learn more and buy it or disengage completely.

Finding the 80% of rotten apples in your innovation pipeline: How AI-based semantic analytics brought the breakthrough in early-stage product testing

Research Paper • Alexander Falser, Lukas Waidelich, Marco Walter, ESOMAR Conference papers, Insights Festival, 2020

German coffee chain Tchibo used semantic analytics to manage product testing of its weekly changing range of non-coffee products.

Dawn Foods: The voice of the customer

Research Paper • MRS Awards Papers, Finalist, MRS Award for Business-to-Business Research, 2020

Dawn Foods, a bakery manufacturer and ingredients supplier, created an international online community to gain key customer insights.

Unilever: Geo-tracking – can you predict trends before they occur?

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Unilever, a consumer goods company, built an analytics-powered trend engine that used geo-tracking to trace how trends move across the market to give it the edge on launching new, innovative products in India.

Computing the crystal ball: Can you predict trends before they occur?

Research Paper • Barnava Nandi, Chandan Agarwal and Ritika Sinha, ESOMAR Conference papers, APAC, 2020

Hindustan Unilever, an Indian consumer goods company, inspected multiple data sources to gain insights into current market trends to enable it to act ahead of the market across multiple sectors.

Unilever’s €1bn plant-based target points at coming arms race

News • 19 November 2020

FMCG giant Unilever plans to grow its plant-based segment to €1bn within five to seven years, according to reports.

Clean, green and affordable: Striking a balance between sustainability, hygiene and value in packaging

Article • Ian Payne and Greg Clayton, WARC Webinars, November 2020

This webinar is part of The WARC Guide to Effective Packaging, which explores how product packaging is embracing a wave of innovation, driven by a push for sustainability and the rise of e-commerce.

Retention is back on the menu at Birds Eye

Opinion • Brian Carruthers, November 2020

A surge of consumers returned to the frozen foods category during lockdown. Steve Axe of Nomad Foods says customer retention is more important right now than customer acquisition.

Wahaha targets China’s health boom, livestreaming and Gen Z’s ‘tribes’

Opinion • Jenny Chan 陈詠欣, November 2020

Hangzhou Wahaha Group is a brand leader in China’s food and beverage industry. Cheng Gong, Deputy Director of Branding and Public Relations, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about China's health wave and reflecting how Wahaha (which means “laughing children” in Chinese) is catering to the changing habits of younger consumers while maintaining brand growth.

Havanna Reinvention: How to keep brands relevant in a volatile global context

Research Paper • Alan Aurich, Alejandro Alcedo, Fernando Moiguer, Magdalena Iocco, Lorena Cura, ESOMAR Conference papers, Latin America, 2020

Havanna, a food company, stepped out of its comfort zone to re-think its business model and value proposition while facing new consumer trends and a transformation in the competitive scenario in Argentina.

The evolution of product testing in the new digital world: How mix-methods AI, VR, AR and social media enhance product experience

Research Paper • Dr. Nikolai Reynolds, Anton Netkach and Anna Taranyan, ESOMAR Conference papers, Latin America, 2020

This paper examines how central location tests (CLTs) can be adapted to today's requirements by outlining three case studies in the soft drinks category.

Kraft Heinz adapts for the ‘next normal’

Article • Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020

This article examines the how the food business Kraft Heinz reacted to the pandemic and what it sees as important long-term trends.

Addressing the law of unintended consequences

News • 07 September 2020

If a product line is underperforming then it makes sense to remove it.

Piloting deletion: Naked Juicebar’s reverse nudge

Article • Brian Carruthers, Event Reports, Nudgestock, June 2020

Naked Juicebar lost sales when it removed a product line that appeared not to sell well – the reasons why were complex and important.

Nestlé taps into Asia’s rising desire for healthy plant-based snacks in Hong Kong

News • 16 August 2020

With plant-based food rising in popularity in recent years and further accelerated by COVID-19, Nestlé Hong Kong has introduced Nestlé Fitness, a product range with snacks and beverages made with whole grains, as well as high-fibre and plant-based in

How Mondelez is reformulating for Asian consumers

Article • Low Lai Chow, Event Reports, FIA Dialogues, July 2020

Snack food maker Mondelez is evolving its product portfolio to suit post-COVID trends.

A new era in functional foods?

News • 13 July 2020

COVID-19 has had a significant impact on the mental health of people everywhere, and they’re looking for ways to reduce stress and improve sleep; a new generation of functional foods (and drinks) is promising to deliver on that score.

Adapting product testing in challenging times: Be contactless, leverage technology, get social

Article • Virginia Weil and Nikolai Reynolds, Research on WARC, July 2020

Many things affect market dynamics, but few could cause such immediate changes as we have seen during the COVID-19 pandemic.

COVID-19 highlights a role for functional foods in combatting anxiety

Article • Brian Carruthers, WARC Exclusive, June 2020

Discusses the idea that brands will need to engage with a different set of benefit propositions around food and beverages: how they aid wellbeing.

Nestlé ventures into plant-based food in China

News • 24 May 2020

Nestlé, the Swiss food and drinks giant which has been operating in China for more than 30 years, is undeterred by the economic upheaval caused by COVID-19 and intends to expand its presence in some key consumer segments.

Pivoting to e-commerce during COVID-19: Five tips for success

Article • Saradha Sethuraman, WARC Exclusive, April 2020

Many brands – small and large – are pivoting to e-commerce during COVID-19, but brands need to take five key steps to avoid failure.

Agile Unilever prepares for permanent consumer behaviour changes

News • 27 April 2020

Unilever, the FMCG giant, anticipates that several of the consumer behaviour changes observed during COVID-19 are likely to become permanent and is adapting its processes across insights and innovation accordingly.

Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.

How to launch a new brand

Article • Nick Kendall, WARC Best Practice, May 2017

This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
What we know about brand launches

Article • WARC Best Practice, April 2020

Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
Pivoting to e-commerce during COVID-19: Five tips for success

Article • Saradha Sethuraman, WARC Exclusive, April 2020

Many brands – small and large – are pivoting to e-commerce during COVID-19, but brands need to take five key steps to avoid failure.
What we know about brand relaunches

Article • WARC Best Practice, August 2020

Provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.
What we know about New Product Development (NPD)

Article • WARC Best Practice, April 2020

This paper explains the concept of New Product Development (NPD) – the process of bringing a new product to market – and how to ensure its success.