Iglo is the European frozen food brand, known as Birds Eye in the UK .

Iglo has great strength and equity in frozen vegetables and it is the biggest, most successful part of the business. Our task was to exploit and strengthen this position – developing products with added value that can command a higher margin.

Through a series of cross-functional and cross-country creative workshops we developed multiple innovation ideas. We then used our Adcept Methodology to bring them alive and investigate the most compelling aspect of each innovation idea. Unlike traditional concepts, where one has to present the idea in just one way, Adcepts allow for multiple angles to be investigated in qualitative research, giving each idea its best chance of success.

Several ideas were found to have real potential. The bigger, far-reaching innovations are still in development and so remain confidential, but one innovation was developed and launched in Europe quickly.

Based on the consumer insight that people want to eat more vegetables but lack inspiring ways to use them, we created a meal kit made of vegetables and sauce that provided the base for 4 different meals: stir frys, soups etc. The key was to provide enough convenience and ease whilst allowing the consumer enough room for creativity to make them feel in control – a key issue in mainland Europe .

The product has been launched successfully in Germany , Austria and The Netherlands.