La Vie wants to be one of Europe's favourite food brands and a major player in the food transition. Positioned on the aspirations of preserving the planet, health and animal welfare, La Vie sees Gen Z as a sustainable part of its future growth. The challenge was to understand the routines and perceptions of Gen Z in France and the UK in order to create a range of products suited to the retail and catering sectors.
We built a unique qualitative study protocol based on 20 flexitarian, vegan and vegetarian people aged 16 to 24 who contributed on a Whatsapp-type platform by posting voice notes, videos and explanations. Our analysis sought to place the results within a more exhaustive vision using TrendLab data. The socio-cultural analysis enabled us to put the deep aspirations of this generation into perspective, to identify key insights and areas of opportunity for product development. We ran an ideation workshop with the management team, which led us to identify 6 product innovation platforms, 20 concepts and 10 products.
On the strength of our life-centric analysis, we have embarked on a longer-term reflection based on imaginary worlds, to serve La Vie's ambitions and develop new products that break with the strategy commonly followed by its competitors.
Enriching offerings and providing a vision of the innovation strategy
