Can you bring Millennials to the baking aisle?
$1,000
top 10
61
submissions
DONE
31 months ago
Small pic baking

More and more Millennial Shoppers spend their time at the grocery store in the departments on the periphery of the store such as the deli and bakery. We are looking for unique ideas and products to entice shoppers to visit the center of the store more frequently. Our particular focus is on the baking aisle and identifying a product that will encourage Millennials to discover the joys of baking to keep them coming back to the baking aisle again and again.

Deliverables

Propose at least one new product or package idea for the baking aisle that will win over young shoppers. The proposed concept could also be a new purpose or use for an existing baking mix that is currently found on the shelf. Your solution should address the following:

  1. Detail a new product or package for a baking mix concept. Explain what type of baked good it would make (i.e., cookies, biscuits, dinner rolls, or multiple items). This could be a new twist on or purpose for a familiar category of product or something completely new that you envision. A multi-purpose mix that could make a variety of products would also be considered.
  2. For a product, what key ingredients would it include? What ingredients would the consumer need to add? (Please limit to no more than 3 – 4 items typically found in the pantry.)

    What should the new product or package be called? Come up with a catchy, marketable name.

  3. How should the packaging look? Describe its colors, shape and graphics. Or even better, show us in an image. What would be the ideal servings per package? Do you want a package to make just enough for you and a friend or would you like to be able to make more for a larger group or multiple occasions?
  4. What is the most effective way to communicate or promote the new product or package to Millennials? Give us specific, detailed ideas!

CRITERIA: Your idea should include some type of mix for baking, not a frozen baked good. We are a milling and baking company and wheat flour is integral to what we do, however, we are open to including other types of flour as well. Please do not suggest gluten free, although other health and wellness attributes are acceptable.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
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