Using Our Loaf! Identifying the Health Benefits to Drive NPD

Business challenge

A bread brand wanted to understand consumers’ health needs in the category to drive new product development in both the short and long term.

What we did

We conducted an online quantitative survey to test a range of health claim propositions. Our aim was to identify which were the most popular so that they could be incorporated into successful new bread products.

By designing the survey to use a Max Diff approach we were able to calculate the relative importance of different health priorities. The results showed us how respondents trade off health benefits.

We then used TURF analysis to ascertain which combination of health benefits would impact the largest number of people and therefore have the broadest consumer appeal.


This reearch provided our client with a robust indication of which health benefits their new products should possess in order to drive maximum return on investment.