RSA2014

STUDENT DESIGN 2014-2015

RSA2014-2015

THE DAILY DIET

Causes more than 1 in 3 children aged 11-15years are over-weight or obese and obesity levels have increased in last 10 years.

Type of solutions

There are many marketing campaigns teaching people of the dangers of eating badly but they are not effective. Children and many other youngsters copy there surroundings like what is happening around them the eating habits are influenced like what their friends are eating.

This brief is there fore not about educating people about the importance of eating more healthy. Ask yourself healthy eating can be made COOL?????

For the purpose of illustration

·         A new consumer brand

·         A new consumer product

·         A service which facilitates healthy eating.

MY IDEA

A new consumer product for kids for the age group of 11-15years

·         Smoothies of different flavours without adding any amount of sugar

My plan

Task 1:

·         Smoothie market research

·         Taking pictures of the product ranging aimed at kids

·         Selfies of the signs of supermarkets

Marks and Spencer’s – they have all their own brand stuff (ealing broadway)

Sainsbury’s (west ealing)

LIDL (west ealing high street)

Here are my research pictures

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As it can be seen LIDL is not having much variety in juices or smoothies .

Sainsbury’s has got loads of variety for smoothies for children with great flavours and good price range too which mainly focused on kids but i guess even older people enjoy innocent smoothies. There was one more smoothie brand named as happy monkey which focussed on young kids .

Marks and Spencer  is known for their quality only and that is the reason they hav less amount of smoothies on their own brand name but the demerit is these don’t focus on kids.

TASK2

BREAKING DOWN RESEARCH

After my research i found innocent is more popular and in demand as compare to other brands in the market which promote smoothies.

INNOCENT SMOOTHIES

They say they are 100% fruit smoothies founded in 1999 Cambridge United Kingdom

Innocent smoothies juice and veg pots : they are sold in supermarkets coffee shops and other various outlets

The company is owned by coca-cola

Content

Innocent smoothies containts the finest fruits we can find. They don’t add any sugar or anything weird like colouring and they are never ever made from concentrate.

100% pure smoothies. No added sugar. No funny business.

Super smoothies:

Is healthy blend of fruit vegetables botanicals and crushed flax seeds with added vitamins.

Extra juicy smoothies

A brand new range of refreshing smoothies. Three delicious thirst quenching new recipes giving you all the goodness you’d expect from a smoothie.

Story behind the brand

The amazing Innocent Drinks startup story

It’s fair to say Richard Reed, CEO of Innocent Drinks has mastered the art of branding.

You’ll know when you’re on the mark if your product makes people smile. Click on Innocent Drinks’ website, I dare you. Go on. Spend just a minute on there. You’ll have to be pretty miserable to leave the site without at least a smirk on your face.

Innocent have this incredible and, er, ‘innocent’ humor behind their branding that customers love. It secures their custom and gets them spreading the word online and face to face. Similar to Moo.com, they’ve developed anthropomorphic characteristics in their products, packed with personality which differentiate themselves from competing brands like Tropicana. 

image via duncan

image via designedbygoodpeople

How did innocent start?

It’s a crazy, fascinating and funny story. Innocent began selling smoothies in 1999 at a music festival. They put up a huge sign with “Who thinks we should leave our jobs to make smoothies?” written across it. Two big bins stood in front of paying customers, one said YES in big letters and one said NO. Customers voted with their empties, and sure enough, at the end of the weekend the yes bin was heaving.

Working for Innocent

Innocent’s won awards for their company culture. Their headquarters ‘Fruit Towers’ has become one of the UKs most enviable workplaces that reflects it’s work-hard, play-hard approach. Take a look (their carpet is artificial grass!)

images via onoffice

As for Innocent employees, Richard hires individuals that don’t want to stick around. Crazy right? His logic:

• The advantages of hiring talented, creative, self-starters far exceed average talent.
• Attracting entrepreneurial people with determination in running their own business means they’ll follow a collaborative way of working 
• They’ll work towards making a company they’re proud of treating the business as if it were their own.
• Allowing employees to grow within the business, then branch out onto their own projects gives the company a great sense of achievement (not to mention promotion from new, innovative startup.

But there is controversy also regarding our favourite smoothie:

INNOCENT POMEGRANATES, BLUEBERRIES & ACAI SUPERFOOD SMOOTHIE (250ml) 

This Innocent smoothie has as much sugar as 3.5 Krispy Kreme Original Glazed Donuts

171 calories
0.5g fat
34.3g sugar

instead of its preferable to eat an apple.

Task 3

Put together a survey to ask parents....

1.What kind of smoothie do they buy for their children?

·         Innocent

·         Make their own

·         Other smoothie of their child’s choice

2. Any issues with the smoothies available in market.

3. What 3 fruits or vegetables would their child like in an smoothie?

The scenario was out of 10 different people 25% said there kids prefer to drink sodas and soft drinks they are not keen lover of smoothies

While 25% said (mostly mothers of daughters) said there kids ddont drink smoothies as its full of sugar and they are diet conscious

While 40% said they don’t have time to make smoothies or someting because they work full time so they don’t know what there kids prefer to drink

And 1% said they are happy with d flow

Parents didn’t find any kind of issues regarding smoothies

But 2 women they were well dressed they simply said they are bad and threat for young generation

Few answered there kids love inncocent smoothies

I asked them this question does they know who owns it they were like it doent matter

They want taste and flavour

But i gave them the answer that coke owns it and they were shocked to know

On being asked which three fruits and vegetables there kids love

They said carrots cucumber no more vegetables

But no fussy in fruits

Mainly they like banana and grapes and raspberries and apples.

TASK4

TRANSFORMING IDEAS

After my research i came up with the idea of making few notes on home made  smoothies

And here they are

1.Pineapple smoothie

Low fat or light yogurt 6-7 ice cubes pine apple chunks combine the yogurt and ice cubes blend them until the ice is in large chunks. Then add pineapples and blend at whip until it becomes smooth.

Benefits:  satisfy your desire for ice-cream

2. Strawberry-kiwi smoothie

1cup of cold apple juice, 1 ripe banana sliced 1kiwi fruit (kiwi should be organic) sliced 5 frozen strawberries 1table spoon of honey combine all of them blend them until they become smooth.

Benefits : high fibre drink use organic kiwi as it contains higher levels of heart healthy polyhenols and vitamin c

3. Banana ginger smoothie

Banana yogurt , honey and ginger(1/5 tbs) grated combine and blend them until smooth

Benefits: soothe digestion heartburn nausea and other stomach problems.