Utilizing our expert team and their broad perspectives, we survey the entire category to surface the best available bioactive ingredients and consumer products emerging in the category. The team simultaneously applies its significant experience and expertise to generate new product concepts that meet selected criteria, primarily filling a viable consumer niche with an innovative, differentiated nutrition product.

Once these concepts are identified, each is summarized in a one-page concept storyboard, consisting of a brief, consumer-friendly description of the product proposition, suggested price points and an illustration of a preliminary packaging concept. Consumer reactions and purchase intent determine the viability of each product concept. Concepts are dropped or modified and prioritized based on this research. The opportunities representing the highest potential are further researched and documented in a comprehensive launch business plan for each surviving product concept. This completes the concept enhancement phase.