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Dana Stanley
Greenbook’s Chief Revenue Officer
Categories
Coffee Flavors Evaluation: New Flavors Brewing
Presented by Just The Facts Research, Inc.
CHALLENGE
An innovator in specialty coffees asked JTF to evaluate eight new potential flavored coffees. They knew that not all eight held equal appeal and wanted to determine the "winners." Further, two of the flavors were believed to be improvements on existing offerings.
SOLUTION
JTF conducted paired-comparison taste tests to evaluate the new flavors. The tests were conducted in multiple locations to minimize regional bias and obtain good representation.
RESULT
The two new replacements for existing flavors were preferred 3:1. Of the entirely new flavors three were especially well liked and the client went forward with their launch.
It is estimated that introduction of the new and replacement flavors added $7-8 million of incremental revenue to the base business. Further, the new flavors brought in additional trial and new users to the brand.
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