Life Cereal

We partnered with Quaker to innovate this iconic cereal brand by looking beyond flavor alone.

Capabilities

Consumer Insights

Platform Development

Ideation

Concept Development

Challenge

Cereal demand grew during the pandemic, but Life needed a new kind of news in order to drive distinction and incremental brand growth. The brand had experimented with flavor innovation, but was looking for a bolder, fresh take on the cereal and where it could go with form and benefits.

Action Taken

DuPuis partnered with Quaker to “break the biscuit” on Life and build a 3-5 year innovation pipeline with new shapes, benefits & flavors. We conducted 1:1s with target consumers to identify white spaces for the brand and built out innovation platforms. We led a cross-functional and collaborative CampFire ideation session focused on new forms, textures and benefits and prioritized top ideas to develop into consumer facing concepts. We worked with consumers to pump-up the ideas before finalizing validation-ready concepts that delivered on the brand’s family-friendly healthfulness in new and exciting ways.