When creating products for children, product developers need to appeal to two very different consumers simultaneously – the parents and the children.
Turkey’s leading snack manufacturer Eti broke into the refrigerated snack category by creating the Süt burger, or milk burger.
It successfully appealed to children through the playful burger format while the healthy perception of milk taps into parents’ concerns for providing nutritious snacks.
The Eti marketers said: “We’re differentiated from competitors in three important areas: the shape of the product, the fun packaging and the positioning of the product with equal emphasis on both mothers and children.”
Sales grew nearly 50% in its second year and Süt Burger actually expanded the Turkish cold snacking category by 37% in 2015.
“Süt Burger’s story reminds innovators that breakthrough wins require going “all in”—fully committing to an initiative and its driving insight, even when that means rejiggering established processes, acquiring new R&D capabilities or making new investments in manufacturing and distribution,” said Nielsen.