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KRAFT FOODS Coffee packaging innovation

1Client context and challenge

Innovation in the roast and ground coffee market is limited.
Kraft Foods therefore intended to challenge innovation for the packaging of its iconic coffee brands.

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2 Kraft Foods and InProcess’ solution

InProcess led research on the coffee packaging usages.
More details are confidential.

3 Impact

Our researches unveiled major insights in 3 key areas:

- the complementarity and differences between the usages of roast or ground coffee and “on-demand” coffee (capsules and doses)
- the coffee intensity and taste variations capabilities
- the sensoriality of the pack.