Chilled food testing

The Challenge

A market leading chilled food were expanding into ambient. The product was best in class but not cheap. How do we price it right to drive sales time after time? We knew the product was premium, but could we price it that way?

What we did

We asked the traditional measures in not-so-traditional ways. The first look at the product was at shelf. What’s too cheap, too expensive and just about right? … But we went beyond this; we got people to take it home – eat it in the real world and tell us again: what would they pay?