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  New product development - Case studies

Walkers wished to develop a new crisp flavour for the South Asian market. Through focus group discussions, ETHNOS found that chilli and lemon would be a popular flavour.

Product tastings determined the balance of flavours and further qualitative research suggested key packaging components. For instance, the word "Naya" - meaning "New" in Hindi - was included. This allowed South Asians to identify and feel recognised by the company. The British's well-known love of Indian food ensured that the crisp was not only a success with South Asians, but also with the general population.

For UK-based companies, the cost of developing and testing products in international markets can be very high. The UK, with its diverse populations, allows for products to be tested on ethnic consumers here before transporting the product to its intended market.

ETHNOS used this approach for a global drinks company that wished to develop a new
drink for the Nigerian market. We tested a range of new flavours with Nigerians who had
been in the UK for less than six months, to ensure their taste preferences matched those
of consumers in Nigeria. A new drink was developed and successfully marketed in Nigeria.