Collaboration

Design Journey

Making fresh herbs & spices

easy for everyday cooking

Herbs in

a tube

Herbs, spices & seasonings

that delight busy cooks

Inventing a world first

Introducing fresh herbs, washed & chopped, lightly

dried (just enough) to last 4 weeks in the fridge &

refresh fully in cooking

Initial Concepts

Design

Intervention

Next generation = chopped

“Design is a process, it’s not just about

products. It’s a way of thinking, a set of

cognitive skills, methods, tools and techniques

that defines problems, delivers solutions and makes them real.”

Design Integration Program

Customer definition

Story telling for deeper/richer insights

Design capability

Prototyping

She is very busy & struggles everyday

with what to cook

She loves fresh herbs

Not practical for everyday cooking

Dried herbs, just aren’t the same

Access & storage of herbs

Making the tube more culinary

Brand logo evolution

TERRIER RESEARCH 2013 21

Home Usage Tests

Outcome - Pouch

Outcome - Pots

Initial sales pleasing

100%105%

101%

167%

181%185%

173% 172%177%

171%168%

173%

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

50000

BASE LINE 11th March 18th March 25th March 1st April 8th April 15th April 22nd April 29th April 6th May 13th May 20th May

"Like" Lightly Dried and Tube VarietiesUnits scan

Total LikeTubes TOTAL Lightly Dried INDEX TOTAL Like Varieties

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