Vahiné is an iconic brand of pastry aids, leader in its market, with a great reputation and a strong presence in mass distribution. After a period of exceptional growth during the pandemic, the brand is facing increased competition and a slowdown in sales.
It seeks to differentiate itself further, to consolidate its positioning around daily pleasure and to structure a more ambitious and long-term approach to innovation.
The objective is to open new territories, to explore inspiring business opportunities and to engage teams in a truly transversal creative dynamic.
We launched the project with a multi-functional team to lay the foundations for collaboration. We conducted interviews with key stakeholders and inspiring external profiles to broaden perspectives. We then led a creative workshop to define priority areas for innovation.
A day of cookstorming allowed us to go from inspiration to materialization, bringing together a chef, packaging experts, a food designer and a graphic designer to give shape to ideas. We finally evaluated and prioritized the leads generated, then wrote and illustrated baby concepts ready for the first consumer tests.
Five priority innovation projects emerged. They constitute a clear, inspiring and structuring basis for the 2025 to 2030 roadmap, with a committed team and a renewed vision of the brand's potential.
A journey of creative exploration centered on consumers to imagine the brand's future plant-based offerings and reveal five concepts with high potential.
A strategic and practical approach to clarify management, identify concrete growth drivers and formalize high-impact transformation paths.
complete immersion including ethnographic interviews to understand Reunion's dietary practices and transform embodied insights into levers of action for Lactalis.
