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Help us create a completely new breakfast cereal product for the UK!
food science food & beverage health idea generation consumer insights product innovation future of
$1,600
top 50%
84
submissions
DONE
17 months ago
Small pic melissa di rocco capcnn41fny unsplash

Breakfast, as we know, is the most important meal of the day! It's important that your breakfast is convenient, nutritious, delicious and filling.

Cereal is a classic option for those fueling on-the-go. Over the years, many cereal products have come to market (such as muesli's, processed boxed cereals, breakfast bars, biscuits, and granolas). We're specifically interested in the UK market. 

We are looking to create a completely new, completely innovative breakfast cereal offering. We want a new format that has never been done before. And that's where you come in! 

Share your amazing idea for a breakfast cereal product that meets the following criteria:

  • Contains at least 50% wholegrain oats
  • Unlike anything currently available on the UK market
  • Must have at least 6 month cupboard shelf life (or if it must be refrigerated, be sure to include that)
  • Consist of healthy ingredients (we aren't looking for high sugar and highly processed ideas!)

Your idea should also address each of the following categories: 

  • Provide fuel for long lasting energy and a full, satisfied feeling
  • Bring joy to consumers - everyone wants a breakfast that tastes delicious!
  • Provide health benefits (think: those who are watching their weight or seeking natural ingredients in their diet)
  • Convenience on-the-go! Breakfast should be quick and convenient while satisfying the stomach

A special note: All those who choose to participate in this challenge will be included in an invitation-only challenge to rank the best ideas!

Deliverables

Help us create a completely new breakfast cereal product for the UK market! Specifically, address the following:

  1. What is your amazing new idea for a breakfast cereal format that is not currently available in the UK market and is made with wholegrain oats?
  2. What is it about your idea that will appeal to consumers? What makes your idea delicious, healthy, filling and convenient
  3. Your idea must meet the following criteria
    1. contains at least 50% wholegrain oats
    2. unlike anything currently available on the UK market 
    3. must have at least 6 month cupboard shelf life OR be refrigerated (and be sure to tell us which)
    4. must consist of healthy, natural ingredients (please avoid high sugar and highly processed ideas)
  4. Be sure your idea:
    1. provides fuel for long lasting energy and a full, satisfied feeling 
    2. brings joy to consumers - make sure it tastes and smells delicious!
    3. provides health benefits (think: those who are watching their weight or seeking natural ingredients in their diet) 
    4. is convenient for quick, on-the-go eaters

Considerations:

Current products that are available on the UK market - that we are not interested in - include the following: 

  • Processed, boxed cereals
  • Oat drinks/smoothies 
  • Oat biscuits 
  • Bars/loafs 
  • Granola or granola clusters snacks
  • Soaked bircher-style 'overnight oats' 
  • Warm granola 


Winning submissions will be unique from the products currently available on the UK market. This means an entirely new format - not just a different flavor combination. 

 The strongest submissions will address all of the deliverables and criteria thoroughly and creatively.


A special note: All those who choose to participate in this challenge will be included in an invitation-only challenge to rank the best ideas!

    Submissions will be graded on the following criteria:
  • 1-10 Scale
Reward Tiers
Top 10%
will share $1,000
Next 15%
will share $400
Next 25%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
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