Skip to Main Content
US & Canada: How would you get people to choose turkey instead of chicken?
food science product development food branding idea generation branding & identity consumer insights product innovation packaging
$1,600
top 22
235
submissions
DONE
14 months ago
Small pic butterball 2 resized

This challenge is for US and Canadian solvers only.

Chicken is expected to surpass pork as the most popular meat worldwide by 2020, and it already accounts for about half of the meat intake in the US.   Even though it's growing in consumption, how do consumers really feel about chicken?  Are they excited about it and choosing it intentionally, or has it become ingrained as the standard white meat option?   We want to understand if "chicken fatigue" is a real phenomenon (i.e. are consumers tired of chicken but choosing it out of habit, limited options, etc.).  Also, we want to hear your ideas for how we could get more people to choose turkey products over chicken.  Ideas could be new turkey product offerings, the way turkey products are described or talked about, the way turkey products are packaged, or something