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Crafting science-backed hypotheses to break through category restraints
Energy beverages have a reputation of appealing to younger men, but it’s not just younger men who have energy needs. PepsiCo saw an opportunity to address the needs of a broader market through new and differentiating products in its energy beverages business. It asked Innovia how it could use ingredients in new ways to best help consumers manage their energy states.
PepsiCo needed technically feasible ideas, underpinned by scientific rationale, that would appeal to underserved consumers. Innovia built science-based approaches for using ingredients in new ways and created distinctive beverage propositions to demonstrate how they could be leveraged in coherent product concepts. The success of the work was underpinned by holistic innovation – combining Innovia’s diverse expertise in chemistry, physiology, psychology, behavioural science, design and competitive strategy – and close collaboration with PepsiCo’s experienced team.
Innovia’s input formed a foundational toolkit that has played a guiding role in the development journey for several recent PepsiCo launches, including Rockstar Focus. The work continues to guide PepsiCo’s flavorists and product development teams.
How can you stop people drinking and driving? Innovia’s behavioural science approach and in-bar testing showed various ways to do it...
Finding ways to improve flavours can be challenging, Innovia explored the science of how we perceive sweetness, and sweetener molecules to unlock the challenge…
A food mixture our client uses was behaving unpredictably, causing stoppages. We were asked to understand what was going on…