Differentiating a New Ingredient

Case study showing how we can help differentiate a new ingredient when asked to develop a product platform for a new ingredient, identify scientifically-supported claims, and create a strategic launch plan.

“Tap~Root’s Contribution is Not Just Important – It’s Essential”

SITUATION:

Positioning a product as different – and better – is vital for ingredient suppliers. Recently Tap~Root was asked to develop a product platform for a new ingredient, identify scientifically-supported claims, and create a strategic launch plan.

APPROACH:

After an in-depth review and synthesis of the ingredient and the science behind its benefits, we suggested specific changes to the delivery system to add unique value. We developed novel messaging angles that would establish market leadership. We also developed “allowable” claims that differentiate the product from competitors, and described potential risk levels.

OUTCOME:

For this client, we also developed a research plan based on indications in the literature that were both scientifically promising and potentially market-building. We continue to serve in an advisory role as the plan is being executed.