Royal Unibrew, producers of Supermalt, the world’s best selling malt drink, wished to launch a new fruit flavoured malt drink to the UK. Before the launch they needed to understand:
- Consumer attitudes towards introducing a fruit flavoured malt.
- The primary target for such a product.
- The motivators and barriers to purchase and consumption.
- Ideal name, package design and marketing strategy.
Qualitative research conducted with African, Caribbean, Asian and Arab consumers of malt drinks. Through the use of projective techniques, blind tastings and open discussion we established:
- Scepticism and interest in fruit flavoured malts
- Motivations and barriers to purchase
- Most popular flavours
- The name for the new drink
- Packaging and design
- Marketing strategy
Supermalt Fusion was launched in the summer of 2013