As a fast-scaling brand, Magioni wanted to make the right choice for its pancake line-up: what’s driving current performance, which flavours truly resonate, and how to optimise now?

• Understand the drivers of declining rotation for a pancake variant (e.g., taste, texture, colour cues).
• Compare this variant with two new flavours.
• Provide input to guide the next step in the pancake portfolio.
• Clarify which proposition elements to optimise (recipe, naming, on-pack claims).

The sessions with in-home tasting were set up at lightspeed and delivered clear direction for the portfolio as well as suggestions for immediate flavour and communication tweaks.

Key insights:

• New variant directions show strong consumer appeal, especially because the taste profile feels familiar and easy to understand.
• The new variant better supports the ‘healthier’ brand positioning.
• It also is more differentiating from other variants, thus likely to attract more new consumers.