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

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