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Soreen FMCG Case Study Vision One

Soreen NPD Research Case Study

The Challenge

Best known for its iconic malt loaf, Soreen’s portfolio historically centred on three core formats: the classic brick loaf, lunchbox loaves and loaf bars. To drive growth, Soreen wanted to expand beyond its core into a broader range of healthy snacking options across new formats and flavours.

The challenge was to innovate without losing brand authenticity. Vision One was tasked with designing a research programme that could support Soreen from early concept development through to product testing and positioning, ensuring new products felt both innovative and recognisably “Soreen”.

Soreen Case Study

Research Objectives

The research was designed to guide Soreen’s new product development from inception through refinement. The key objectives were to:

  • Explore current usage, attitudes and unmet needs within the snacking category
  • Screen a wide range of early-stage concepts for appeal and relevance
  • Understand how new formats and flavours fitted with the Soreen brand
  • Evaluate product performance across taste, texture, format and visual appeal
  • Assess overall appeal, likelihood of purchase and perceived healthiness

Together, these objectives ensured innovation was both consumer-led and brand-aligned.

Research Approach

Vision One implemented a two-phase qualitative research programme comprising eight focus groups. The approach included:

  • Phase one exploration of usage, attitudes and category expectations
  • Early screening of multiple concepts to identify the most promising ideas
  • Phase two product and taste testing of concepts validated in phase one
  • Detailed evaluation of flavour, texture, format and visual appeal
  • Collection of feedback on purchase intent, overall appeal and perceived health credentials

This phased approach enabled structured progression from idea to product optimisation.

Findings

The research provided clear direction for Soreen’s new product development strategy. It identified which concepts and formats delivered strongest appeal while remaining credible within the Soreen brand family. Taste testing highlighted the combinations of flavour, texture and format that worked best, while feedback on perceived healthiness clarified how far the brand could stretch into healthier snacking.

These insights enabled Soreen to refine concepts confidently and informed subsequent quantitative research to validate final products and determine optimal in-store positioning.

Action & Recommendations

The insights enabled Soreen to narrow its NPD focus to a smaller, stronger range of concepts and flavours. This ensured innovation remained distinctive while still feeling true to the Soreen brand. The research reduced development risk and provided a clear, consumer-validated pathway from concept to launch.

Qualitative Research Agency
Kendra Furey, Head of Brands (Vision One)

Related Research Services

Brainstorming Sessions
Consumer Research
Focus Groups
Innovation Research
Online Surveys
Qualitative Research
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