• Food Thoughts

    Market Research, Commercial Strategy, Recommendations

The Challenge

Food Thoughts are a leading brand for cocoa and cacao chocolate home baking ingredients, suppling the likes of Waitrose and Ocado. Using only the best quality chocolate ingredients, Food Thoughts offer a variety of chocolate based baking products, including powders, nibs and disks. Food Thoughts identified a gap in the UK market for a high-quality chocolate product and approached our qualified FMCG consultants in January 2021 to identify whether there was a market for such a product.

The Strategy

We recruited a geographically representative sample of both regular and infrequent chocolate chip purchasers. Our research team conducted a range of depth and paired-depth interviews with consumers to gain feedback on their chocolate chip purchasing and usage habits. Questions included brand awareness and improvements they would like to see within the category.

Key Services

  • Specialist sample recruitment
  • In-depth interviews
  • Commercial strategy & recommendations

The Results

We identified a significant gap in the market for high quality chocolate chip product that appealed to both experienced bakers and those relatively new to the market. HRA’s FMCG consultants were then able to advise Food Thoughts upon category entry points and provide advice on securing listings for such a product within the main UK retailers.


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