Page 48 - Cubo - Winning In Plant-Based

7) And our final success criteria really comes down to

how you execute against the previous 6!

We firmly believe that you can engineer success
Engineer into NPD. Using the right tools and talking to the right

consumers, you can understand all aspects of the
sensory experience, ensuring these are designed to
drive consistency across all touchpoints. This isn’t
success about guess work, or creative genius (although that

certainly helps!), it’s about designing in success
against target equities and leveraging the texture,
aroma and flavour to create special sensory
connection points

‘The last 5%’ And when we talk about the importance of the ‘last
5%’, we’re not saying everything has to be 100% perfect,
(95% is often enough especially if it leads to shipping

faster) but the ‘5%’ critical to what the brand needs to
stand for

It’s identifying the small sensory elements, in the
pack or product, essential to the success of the
proposition. Make sure they aren’t just delivered
well but amazingly… they’re the bits that need to be
defended to the end of the earth when the inevitable
cost cutting comes into play

They are vital, and often the difference between

long-term success and failure

48 49