Case Study: KraftHeinz China accelerates agile new product development with Kantar Marketplace

Demonstrating the potential on new product development for Kraft Heinz in China

KraftHeinz China needed to achieve strong growth through new product development (NPD) and required a highly agile concept testing solution to validate the potential success of its launches in the dynamic Chinese market. The vendor, Kantar, was engaged to help address this challenge using its ConceptEvaluate solution on the Kantar Marketplace platform.

Kantar implemented its ConceptEvaluate service, which delivered validated, actionable concept test results in approximately one week. The solution's flexibility allowed for customized questions to provide clear insights. As a result, KraftHeinz adopted the platform for all its agile NPD concept testing, allowing it to go to market with greater confidence that its launches would help achieve its growth goals in China.

KraftHeinz China

Jing Jane

Consumer Marketing Insight Head