Creating an easier squeeze

Abstract

Company XYZ is a food manufacturing company looking to expand their portfolio of products. The company is focused on delivering product innovation that meets consumers' needs and expectations. The company launched a new squeezable product, with the goal of replicating success of squeezable products in other categories such as mayonnaise, ketchup and jelly. However, the company's squeezable product was not performing well in market. The repeat purchase numbers were very low, and the company was receiving complaints from consumers stating that the product was too difficult to squeeze. As a response to the consumer contacts Company XZY conducted research to determine how consumers ranked this product, in terms of squeezability, against existing products in the market place to get a better understanding of consumer's acceptable squeeze force range. The company also worked on product improvements to make the product easier to squeeze. The focus of the product improvement was centered on product viscosity and packaging changes. Employee squeeze panel testing was performed, and the data analyzed to determine which changes resulted in an easier to squeeze product. This data was used to guide the recommended product change to result in a product that consumers would be more satisfied with.