Case Study: Associated British Foods achieves faster validation and refined positioning for Ovaltine RTD with Greenbook’s Product Hub by MMR

Associated British Foods validates Ovaltine RTD in 17 days with Greenbook

Associated British Foods (ABF) faced the challenge of validating and refining the positioning for a new Ovaltine brand extension to ensure it could compete with a leading market favorite. Commissioned to be completed in just 17 days, ABF needed to avoid a potentially mispositioned product and wasted investment. They engaged vendor Greenbook and its Product Hub by MMR service for this high-stakes research.

Greenbook implemented a Concept Product Test (CLT) with 150 category users to compare the new Ovaltine product against a key competitor. This solution directly compared consumer expectations with their physical product experience. The results confirmed the Ovaltine RTD as a promising product and provided ABF with key insights to optimize its flavor, refine its positioning, and support a premium pricing strategy, thereby reducing go-to-market risk.

Associated British Foods