|New Nestle Milo Ice Cream Stick|
The new Nestle Milo frozen confection, recently launched in Malaysia, is according to the Swiss food and beverage giant inspired by the “do-it-yourself Milo ice-cream from the childhood days.”Brands are increasingly drawing inspiration from what consumers are doing with their food. Companies do not need to go very far to search for inspiration. All they need to do is see what ordinary Malaysians are doing with their food. In Indonesia, the new Indomie instant noodle with milk is a good example of how a company borrows ideas from consumers to create something that is being practiced at home.
In the UK, Watch Me Think is a market research company focusing on “using videos taken by people at the place and in the moment of use” to understand how consumers consume the product in their home.
Sometimes street food culture is also a great source for new product inspiration. I have talked about how martabak or sweet pancake vendors in Indonesia are innovating by adding Nutella, Oreo and Kit Kat.
We can learn a lot by peering into the world of how consumers actually consume their food. Innovation can be as easy as producing something that matches what is being practiced already but with more added value and greater convenient.