Matthew Walker is the world’s oldest and largest Christmas Pudding manufacturer with over a 100-year heritage and is part of 2 Sisters Food Group (2SFG). They produce a wide range of Christmas Puddings and other ambient desserts for the UK and worldwide market. This includes significant quantities of private label and branded products for the retail and foodservice markets. In recent years dietary requirements have become much more important to consumers - particularly Free From, Gluten Free, Nut Free or Dairy Free - which means there are many more potential product options and configurations which have to be considered. It’s a time-consuming process to provide what their customers and consumers want, with the team constantly focused on optimising NPD efficiency and output during the development cycle. VYPR was brought in to help them increase efficiency and maximise innovative product output. Early indications show that we have had a significant impact on the early ideation phase alone.
The product and category team are extremely responsive when retailers ask them to produce a wide range of concepts to kick off a development phase. These concepts are then filtered to finalise the final products, often through several internal and external meetings involving multiple stakeholders. However, the difference between taking 20 product concepts through a physical development phase versus just 10 is huge in terms of time, human resource and operating costs. Development time and cost involves Kitchen Staff, Chefs and Product Development Managers, as well as the cost to produce a raft of samples.
Matthew Walker asked VYPR if we could help them to help the team more rapidly identify viable concepts and products for their customers, which include many notable retailers. The Matthew Walker team subsequently deployed VYPR’s technology and eliminated many of the samples when tested for purchase intent across the consumer panel base - thereby significantly reducing the shortlist for retail customers to consider - and time/production costs invested by the whole team (including the retailer).
Matthew Walker have generated a high ROI on their VYPR licence, simply by reducing direct costs at product ideation stage. VYPR is now helping the Group across the whole development process to further iterate products to save money and predict future commercial success. 2SFG now use VYPR as an integral part of the product screening process; only focusing on the winners that are worth progressing. As a result, they produce far fewer physical products for testing.
"VYPR is a fantastic market research tool which gives you quick, accurate and cost effective results. It has helped us shape our strategy and NPD ... and we intend to us it as part of all NPD and market research in the future."
"VYPR allows us to shape product development to best meet consumer needs... and ultimately improve our NPD success rates."
"Since using VYPR, our development process has become much more efficient, as we explore a wider range of concepts before investing any time or resources in product development. VYPR also elevated our strike rate in launching successful products."
"We like VYPR because we can get quick reads on initial ideas and they provide excellent, responsive customer support."
“We have access to a lot of market data, but rarely does this explain why our customers behave in the way that they do. We use VYPR every week, not only to help us test new innovations, but to get closer to understanding what is driving purchase decisions, what we could launch in the future and propensity to purchase new product variants, drilling down at a retailer level. I am delighted to say that VYPR has delivered ROI for our business with key retail partners. The cost is reasonable, the validation technology generates trust in what we're proposing and is much faster than traditional market research. It is also very user friendly and our product managers and sales people pick it up straight away.”
“VYPR is very exciting; it really helps us to validate our NPD.”
“Not only does VYPR give us great insight into how a shopper's mind works, but it has changed the way we look at the range of products we test. A seriously good application."
"VYPR is beneficial when it comes to making NPD decisions in challenging categories. It’s fast and simple to use.
We use VYPR to test pack sizes, USPs and product descriptors, as well as delving deeper into flavour profiles and usage occasions; ensuring that we get our NPD right first time.
Critically, VYPR also provides us with the evidence we need to support our strategies with retailers and they respond well to the results."
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