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A pioneer in KSA’s dairy industry since 1976, Saudi Dairy and Foodstuff Company (SADAFCO) understands innovation.
To stay nimble and maintain leadership in the Long Life Milk market, SADAFCO was looking for a competitive brand extension strategy with wide appeal. There was a clear opportunity to address the growing health consciousness of Saudi consumers, who are informed by universal wellness trends like clean eating and anti-aging, as well as the Saudi Vision 2030 plan and public health initiatives to combat obesity-related diseases.
With the right support, SADAFCO could fill the evolving needs gap and grow its functional milk category beyond stagnancy by introducing a product range tied to clear health benefits under its flagship brand, Saudia. The next steps were to identify potential opportunities around functional milk and tailor a full line of offerings that resonate with KSA consumers.
SADAFCO needed to actualize winning concepts quickly and efficiently, so they partnered with AWE Research.
Using C’AWE Creation, our tool for ideation and concept crafting, we devised an interactive setting to formulate a new product line with real consumer insights at the heart of the process.
We first explored the need, resonance, and appreciation of dairy products with added functional benefits to extract foundational learnings. Equipped with a deeper understanding of current trends, we focused on insight generation to identify, test, and prioritize “reasons to believe'' for different concepts. We then assessed the most appealing offerings based on opportunity and cost, and formulated strategies to enhance those offerings.
We identified and dissected 3 offerings that best aligned with the SADAFCO brand. Calcium Enriched Milk was deemed a rewarding and safe option because it appeals to a wide user base who know the health benefits of added calcium. We flagged Cholesterol Reducing Milk for high growth potential since there is a significant need for such a product in the KSA market given high obesity rates and instances of hypercholesterolemia. While Protein Enriched Milk showed potential, it was also seen as the most challenging to win due to the investment required to establish milk’s high protein claim against better-known products like yogurt and shakes.
Based on this, we developed the corresponding packaging and communication platform to showcase the functional benefits of each offering in a clear, credible, and attractive manner.
Ultimately, SADAFCO launched Cholesterol-reducing Milk in conjunction with World Heart Day in 2019, and shortly after they introduced Calcium-enriched Milk.
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