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.
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.