Russian baby food manufacturer FrutoNyanya was selected by Nielsen for the way it used packaging to broaden the scope of a category.
It made fruit purees appeal to older toddlers who are beginning to develop the motor skills to feed themselves by adding a special spouted pouch - successfully tackling 'the circumstances of non-consumption' head-on.
“[FrutoNyanya] discovered that this feature was so inspiring that they focused their messaging on ‘the joy of joint discoveries,’ which refers to the joy a mother feels as she watches her child acquire more skills, and the pride both parties feel at this achievement.
“Later, FrutoNyanya began to use lids that can be stacked like toy blocks, which created a platform for the brand to discuss how their packaging helps children develop motor skills.”
The company also widened the range of flavours to appeal to slightly older children’s palette with fruit combinations such as 'pureed apples and apricots with cream'.
Nielsen’s conclusion: “FrutoNyanya Na Progulku demonstrates, quite literally, that breakthrough innovations come in all shapes and sizes. Any number of paths can lead to winning product—from a new packaging format, as in FrutoNyanya’s case, to a cutting-edge technological advancement—so long as they all begin with an unmet consumer need.”