From the get-go, Ārepa’s team had a clear purpose. They brainstormed and tasted their way through a mountain of flavours, from ginger and peach to some unexpected contenders like blueberry. Tensions ran high as opinions flew. Some were convinced certain flavours just wouldn’t work, only to be pleasantly surprised after tasting sessions. The problem? Their staff numbers were too low to confidently call a winner from such a small test group, so they needed a bigger pool to settle the debate.
Using Ideally, Ārepa could test both flavours and designs, without the cost or time commitment of live sampling. “For me, it was all about that ‘grab it off the shelf’ moment,” explained Amy Robinson. Testing digitally with Ideally meant they could gauge immediate visual appeal and flavour cues. It wasn’t about the taste at this stage but about whether people were drawn to the drink at first sight. Could they gather clear, actionable data without the hassle of countless live samples?
After narrowing the selection down to two core flavours, ginger peach or ginger citrus, the team was split right down the middle. Some in the office championed ginger peach’s timeless appeal, while others leaned towards the uniqueness of ginger citrus. Ideally’s nationally representative sample size and quick data turnaround helped "tip the scales” and add evidence to intuition.
“I put together a presentation one night, sent it off, and boom—we had our results,” Amy said. The simplicity of Ideally’s design and intuitive user experience made it easy for everyone at Ārepa to jump in and understand the results. The team could analyse consumer feedback, and refine their product without ever leaving the comfort of their office.
As Ārepa refined their flavours, another surprising trend emerged. Through customer feedback, they learned that consumers preferred a pink-tinted liquid, as it looked more “yummy.”
Initially, some worried about the appeal of a pink drink. But data doesn’t lie: pink was in. The revelation brought a mix of amusement and validation, especially to those who had championed the pink hue all along.
Working with Ideally not only provided Ārepa with useful insights but also took a bit of the ego out of the process. When things were divided in-house, the data helped sort through personal biases, grounding decisions in data rather than opinions. “You get siloed. We all end up in our own little echo chamber of thinking what's going to work and that was one of those moments.”
In the end, the data helped Ārepa craft a drink that looked, felt, and performed the way they’d envisioned. Their new afternoon pick-me-up is now available, a product born from smart, data-driven choices (and a good dose of office banter).
Ārepa could bring their product to market quickly, armed with the confidence that their customers would love it, pink hue and all.
In a market where consumer expectations shift rapidly, Danone Nutricia sought a solution that could keep pace with its drive for innovation without compromising quality or stretching budgets.
When you’re constantly launching new products in a competitive market, having access to fast, actionable insights isn’t just a convenience – it’s a necessity.
