Credits Used

12 Credits

‍

New Ground is an innovative coffee manufacturer that works with some of the world's best roasters to produce coffee in a can, coffee concentrate and speciality instant coffee. To demonstrate the untapped opportunity of the Ready-To-Drink category of coffee, New Ground wanted to highlight the potential of these products to coffee roasters looking to expand their market segments.

‍

To support this pitch, New Ground needed evidence that coffee brands not currently in the category could capture new market share. So, using Ideally, the team tested various RTD-branded coffee concepts, evaluated consumer interest and validated the potential for major non-RTD coffee brands to create products in this category.

‍

The insights confirmed the market potential for RTD coffee products and provided tangible evidence for New Ground to integrate into pitch processes to attract new OEM (Original Equipment Manufacturer) business.

‍