Packaging you can eat: WikiCells. A Qualitative study prior to the launch of a revolutionary packaging

Eating one's pot of, or rather skin of yoghurt is the latest creation of the Franco-American start-up, WikiFoods! The development of this revolutionary technology way back in 2009, mixes gastronomy ...

Author(s):

Sabine Ruaud

EDHEC Business School

Marie-Catherine Mars

EDHEC Business School

Véronique Boulocher

Brighton Business School

Peter Daly

EDHEC Business School

Eating one's pot of, or rather skin of yoghurt is the latest creation of the Franco-American start-up, WikiFoods! The development of this revolutionary technology way back in 2009, mixes gastronomy and technical creation, and thereby, creates the packaging of the future, a packaging that is 100% natural, edible, protected and delicious. The pioneers of this technology are David Edwards, an American Harvard Professer and concept creator, François Azambourg, a talented French food designer, and Antoine Mahy, a former "Pioneer Category Director" in a large soft drinks company.
ln 2014, after four years of hard work, the three partners launched WikiPearls in the US, and test marketed the product in four Whole Food Markets in Massachusetts, in partnership with Stonyfield, a US subsidiary of Danone specialised in yoghurts and organic milk products.
Wikifoods decides to conduct a marketing study in order to explore the potential consumer impression of WikiPearls more precisely, evaluate the consumer motivations as weil as the possible obstacles to consumption with ultimately the intention of adapting the offer to the French market.

Type: Case Study
Date: le 01/07/2017

See Also

Immersion at Station F for start-up challenge finalists !
News
- 13-10-2021
Devised for students with start-up projects on the Pre-Master and Master 1 years of the...
Financing your MBA - are you eligible for a scholarship?
News
- 12-10-2021
How to finance your Global MBA abroad is a critical question you need to think about...
Apprenticeship program: a perfect combination of academic knowledge and professional experience
News
- 12-10-2021
Yiqing Ma joined EDHEC Apprenticeship Track in 2019. She shares insights into the...
CRÉDIT AGRICOLE NORD DE FRANCE, AMUNDI AND CRÉDIT AGRICOLE CIB, PARTNERS OF EDHEC BUSINESS SCHOOL’S MSC IN CLIMATE CHANGE & SUSTAINABLE FINANCE
News
- 08-10-2021
Three major players in the Crédit Agricole Group operating in the banking and finance...