Alex Woodruff Biz Buzz

Handy pack It’s interesting that the two last case study winners had concepts that hinged on the packaging and delivery of the product. The WO34 winning idea was Glowie. Targetted at “Children aged 4 – infinity” (er, so that’s everyone, right?), Glowies are 7mm sized pellets that glow and cool. Available in 7 flavours, Glowies [...]

Spray, chill, swallow. Well, it was a toss up again between some very good concepts during the final case study, but the eventual winner was Chocay (short for Chocolate-to-Spray) – a non-melting, chilled chocolate mousse targeted (for the initial launch) at the US. As with the previous winners, it seems novel packaging was central to [...]

Energising confectionary markets? The latest case study winners came up with a concept I’ve seen many times before, and I mean MANY times before, only it went one better. The idea of pick-me-up energy is not new. You’ll find it in lots of foods and drinks these days. But the thing that made this venture [...]

The winning confectionery concept from the MBA course was very much packaging based, showing that new product development doesn’t always have to be about special premium value inventions and snazzy ingredients. The Champions Cup is targetted at the medium price segment and allows you to mix and match your own selections of chocolates. Convenience, variety [...]

And the latest creative MBA winner was a concept called Meltaway. Quite clever the way they basically covered off the whole market and all product ideas, which is potentially dangerous, but so is a niche strategy!

And the winner was … Vita Well. Healthy chocolate (reflecting accurately the trend seen this year at the Cologne Sweet Fair), made by WO29:

And the winner was … Cadbury Moment. Chocolate cake, made by WO28: