Ekkomi
CLIENT
OTSUKA
LAUNCHED
Q3 2024
FORMAT
EKKOMI Matcha and app
SCOPE
END-TO-END
PROJECT OVERVIEW
A New Tea (and stress reduction) Experience
A New Tea (and stress reduction) Experience
Client was developing a new food wellness brand offering proactive stress management products to American consumers. The centerpiece was matcha-blend beverages that the client wanted to be “fun and easy to incorporate into everyday life”. If consumed daily and paired with short meditations developed by client, the product was clinically shown to effectively reduce stress.
THE CHALLENGE
make matcha more accessible
Matcha consumption is a growing trend in the US, yet many consumers reject its bitterness – an obstacle to everyday use. The client wanted to understand how to make matcha more accessible to a wider range of consumers, and then develop 3 SKUs accordingly.
HOW WE DID IT
STRATEGY
01
DISCOVER
- Develop an overview of functional beverage products & flavors targeting stress reduction and mindfulness
- Internet research of key social forums, blogs, and food sites to document wellness flavor and ingredients, rituals, as well as matcha usage and value props
- Consumer research identifying and validating: 1) flavor and ingredient associations American consumers have with key daily moments (morning/ energize, afternoon/ rejuvenation, evening/rest); 2) attitudes and behavior around matcha consumption
02
DESIGN
- Test and iterate a variety of ingredient combinations in a series of chef-led sprints to align on flavor directions for 3-5 prototypes.
- Develop refined prototypes of the 3 selected concepts considering appearance, taste, mouthfeel, viscosity, aftertaste, and shelf life.
03
COMMERCIALIZE + VALIDATE
- Deliver technical share-out including formulation, supplier details, product specifications, nutrition facts, ingredient MOQ and pricing
- Design and implement manufacturing processes that achieve acceptable product quality, manufacturability, food safety, and operating efficiency.
- Identify and onboard acceptable contract manufacturing partner(s)
- Procure ingredients, equipment, manufacturing and logistics/fulfillment associated with the Project.
- Deliver forecasted units in spec during Q3 2024.
- Develop and execute Test Market DTC launch including customer acquisition strategy, social media, influencer, content creation and paid media.
- Consumer test new product concepts with target consumer panel and incorporate feedback into final round of product development
"KitchenTown was a true end-to-end partner in bringing our functional beverage and wellness concept to market. They led everything from trend research and consumer insights to formulation, prototyping, manufacturing, and test market launch. Their expertise helped us move quickly without compromising on quality, taste, or consumer experience.”
NEXT CASE STUDY
PLENTY
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WE'RE READY
TO HELP
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