We conducted a two-phase study to decode flavour relevance and innovation potential in the Indian context. First, we identified broad flavour territories that help the brand differentiate and scale through pre-tasks. Then we dove into complex flavour concepts, formats, and ingredients through focus groups to evaluate appeal, comprehension, and fit.

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This included testing unconventional global flavours, identifying gaps in consumer understanding (e.g. elderflower being linked to tea), and suggesting alternatives better suited to the Indian market.

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Our insights helped define a flavour innovation pipeline that balanced novelty with local relevance to drive retention and new consumer acquisition.

Given the complexity of pre-tasks, respondents were managed in interview-like slots across the day to enable focused probing, clarification, and richer responses.