Using Product Hub,  they conducted a Concept Product Test IHUT to understand how their product experience performed against expectations and versus competitors.​
The results provided clear evidence of superiority, particularly versus the direct plant-based competitor.  This was especially apparent in the sensory experience where our sensory panel found clear differences in Jade & Joy, detecting less “off notes” that can be associated with products in this category.​
This difference was echoed in the consumer results where they identified Jade & Joy as more optimal tasting, and more likely to exceed expectations! The product experience elevated consumers’ perceptions of an already strong concept, meaning post-tasting Jade & Joy was winning on key brand equities contributing to perceptions of Jade & Joy being a superior proposition.

These results confirmed Jade & Joy’s belief that their bars were great tasting, arming them with the evidence they needed to drive conversations around retail listings.  However more than this, the research provided crucial insights to feed into discussions around optimal positioning in store and strategies to maximize trial - our results showed that if they can get consumers to try the bars, they should keep coming back!​