The biscuits

Disruptive innovations for the biscuits category in Australia

The Australian market has continued to remain stagnant in terms of innovation in the biscuit aisle. The category has low involvement and aspiration, and is losing relevance with millennials.

Quantum used local food trends as a starting point to understand innovations and deeper needs in the food space. Food today is fashion and makes a statement. Food has become inspirational, with foreign flavours and unique combinations. Food is about playfulness, which offers release from stress and food is about positive health, and emotional lifestyle space.

Using our knowledge we rapidly ideated, cooked and refined nine new cracker and biscuit innovations over a three-day creative lab. At the end of the three days we had created a portfolio of consumer co-created and tested products to leverage these themes.

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