Strawberry Colour – Rejuvenating the Kids Category in Egypt

09:25 - 10:00

What colour is your strawberry? This is exactly the question that comes to mind when you see the kids yogurt range in Egypt (98% share). Our focus has always been to create products that mothers like and would purchase, this led to a monotonous category that the kids are in a hurry to come out of. This case study is the story of how we leveraged a user-centric mindset and collaboratively used lean innovation approaches both with internal and external stakeholders to have a dynamic range of kids yogurts that have now rejuvenated the category.

Moyosola Okoyé, Director - Strategy, Product Innovation & Insights, Danone