Co-Creating the future of meat-free food
Co-creating consumer-centric innovation platforms to strengthen Quorn’s innovation pipeline and support its growth across Europe.
The Challenge
Quorn’s mission is to provide healthy, meat-free food for people and the planet. With a strong presence in the UK and other markets, the brand wanted to accelerate its expansion across Europe. To support this ambition, Quorn needed a strong pipeline of relevant innovations rooted in consumer needs.
Our Story
We designed and facilitated a two-day innovation workshop at the NDSM Wharf, focused on developing new consumer-centric innovation platforms. We combined inside-out and outside-in benefit analyses to identify promising new directions. These were translated into concepts together with an illustrator and presented to a consumer “Dragons’ Den” for direct feedback. The workshop also included product tasting sessions and other moments designed to inspire participants, encourage fresh thinking and help the team step outside its usual frame of reference. Throughout the process, Haystack Consulting brought category context and consumer knowledge, guided the different stages of the workshop and introduced relevant trends and outside-in examples.
Our Shared Success
Together with Quorn, we transformed consumer understanding and external inspiration into tangible innovation directions. The workshop resulted in new platforms and concepts that help strengthen Quorn’s innovation pipeline and support its ambition to grow across Europe.
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