Ocean Spray
Innovating for kids
Ocean Spray, the leader in the cranberry space, is a coop that built its success on an integrated business model. This gives it flexibility to constantly innovate to make cranberries an essential in Americans’ everyday diet. However when it comes to kids, moms try to monitor sugar intake, and kids don’t like the natural tart taste of cranberries. As the brand was not getting its fair share of the kids beverage (and snacks) market, it turned to Black Bamboo to develop an innovation strategy that would reclaim relevance for the brand (and category) among this large and fast growing segment ranging from young kids to tweens and teens.
from sweet and tart to purposeful and wholesome beverages and snacks
Consumer research and in-depth foresight helped us identify that the brand had permission to own more types of cranberries and to own a broader set of berries; we also learnt that the brand stood for certain values (in terms of health, quality and creativity standards) that didn’t always come through in its product and innovation. We developed new products across snacks and beverage to bring to life these unlocks and pave the way for growth at various stages of the kids life.
What we did: Foresight, Innovation White Spaces, New productPipeline, Innovation Vision