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Fresh
Potato Salad
Royal Smilde
Royal Smilde has been producing potato salads for over a hundred years. They have however noticed that their demographic audience is getting older and are looking for ways to attract a younger audience: Gen Y and Z.
My teams research suggest that Gen Y and Z have a busy lifestyle, but still value good and healthy food. Something that doesn't really rhyme to well with potato salad. On top of this they also demand more sustainable packaging..
Our final product is a meal-prep kit that is convenient and healthy with a packaging that reduces the amount of plastic by around 75%.
The Problem
Potato salad, while popular with older generations, struggles to appeal to Gen Y and Z consumers. To make the product more relevant to these younger audiences, Royal Smilde is considering a reinvention of the product. Our teams research indicates that Gen Y and Z consumers value convenience due to their busy lifestyles, but also prioritize health and sustainability. With these insights in mind, we propose developing new potato salad options that are quick and easy, yet nutritious and eco-friendly.
Ideation
To deliver a convenient yet healthy and eco-conscious potato salad, we sought to improve both the packaging and the product itself. The packaging needed to be convenient and sustainable, while the product should be nutritious and flavorful.
Packaging
Four sustainable packaging concepts were developed. Two for the on-the-go market and two for the meal-prep market. Both of which optimise convience.
Potatosalad
To create a healthier and less mushy potato salad my team and I experimented with many different flavours and textures. It was found that sweet, spicy vinagar with some crunch was the best combination.
Product Journey
The cardboard meal-prep kit was chosen by Royal Smilde to be worked out into a fully fledged concept. The most important parts were to adapt the design in such a way that it would be optimal for filling, shipment and usage. These adaptions are shown through the following product journey.
Final Product
Fresh
Potato Salad
The final product is a mealprep kit that fits within the busy and healthy lifestyle of Gen Y and Z. On top of that the packaging reduces the amount of plastic used by 25g or around 75%.
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