Challenges

• Identify the brand�s �Room to Run� beyond the current non-stick baking spray product line. • Identify the brand�s �Room to Run� beyond the current non-stick baking spray product line.

Actions

• Conducted qualitative research to understand the rational and emotional motivations for baking as well as new trends and unmet needs.

• Evaluated secondary research on baking trends and in-home baking.

• Conducted Ideation Session with �experts� in at-home and professional baking, including dietitians, nutritionists, cookbook authors, culinary students and at-home bakers.

• Generated over 35 new product ideas across five core baking segments.

• Conducted qualitative research to assess appeal of these new ideas among target consumers.

• Developed full-blown concepts of 20 most appealing new product ideas for Alberto-Culver management for further evaluation and development.