Using our unique Qual at Quant Scale methodology we sourced, mined and analysed over 70,000 conversations - from forums, message boards, social media, comments on articles, blogs and videos, including conversations around eating occasions, consumer food and cooking habits and preferences, as well as adjacent products that are also consumed during these occasions for each category. This enabled us to unearth the motivations and barriers to consume across the 6 categories analysed, the most associated occasions, as well as the emerging flavour profiles and dishes that represented the biggest NPD opportunities.



Castle MacLellan are suppliers of pate and cheese bake products to many of the top supermarket stores in the UK. However, after noting limited scope for growth within their traditional pate sector due to the products’ seasonality, as well as a rise in more low-cost competitors in the category, the brand wanted to identify new product opportunities across 6 key areas in order to drive all-year-round sales. 


Our data-driven insights powered Castle MacLellan’s NPD through identifying new emerging trends, flavour profiles and occasions across 6 key categories to sell in as all-year-round retailer white label opportunities.