Lactobacillus-
Support Drink

TIME

Aug. 2022 - May 2023
(10 months)

TYPE

Product Development
& Launch
(professional project)

ROLE

Product Manager
@ Hey Song Co.

COLLABORATORS

Market Researchers, R&D Team,
Sales Team, Packaging Designers,
Media Agency, Advertising Agency

Overview

Intro

FIN, a sports drink brand, was facing a steady decline in sales of one of its existing lactobacillus sports drinks after 3 years on the market. To address this challenge, we initiated a product replacement strategy, which involved renewing or creating a new lactobacillus-infused product. As a result, I successfully led the team in launching a new product with a new name, packaging, flavors and marketing strategy that won the "Top 10 Delicious New Products of the Year" award.

New Flavor

Enhances refreshment and reduces sweetness.

New Packaging

Simplifies information and highlights product features using images.

New Strategies

Target audience is adjusted from 25-34 year old singles to the parent-child demographic.

DIScoVER

Focus Group Discussion

I collaborated with a market research consultant to conduct surveys on existing products. The objective of the survey was to gain insight into product issues, opportunities, and consumer behavior and needs.
•  Research Type: Qualitative Research
•  Research Method: Focused Interviews
•  Subjects: 24 people, divided into singles and parents.

Key Takeaways :
01

The lactobacillus-infused product features were more appealing to parents.

02

The existing product's flavor was too sweet to quench thirst after exercise.

03

The sales pitch lacked appeal and failed to persuade.

04

The original packaging was unappealing and included redundant information.

DEFINE

New Product Concept

A lactobacillus-infused sports drink that hydrates and energizes parents and kids after exercise.

Develop & DESIGN

Solution

On the basis of the findings, it was decided to launch a new product to replace the existing one.
Our solution to the problems of the existing product is fourfold:

Branding

According to the product concept, the target audience was adjusted from the 25-34 sports and fitness group to parents and their children aged 30-45. The overall brand strategy is based on the parent-child demographic, with an energetic tone.

Developing: Flavor

I collaborated with R&D team to experiment with different fruit flavors and reduce lactic acid sweetness.

Designing: Packaging

I set the concept of the packaging design and collaborated with designers to refine it.

✔ Fresh visual impression
✔ Visualize the product concept
✔ Simplify information and highlight product benefits

Marketing

I planned the promotional schedule and collaborated with advertising and media agencies to bring in spokespeople and shoot new TV commercials. In addition, the product features such as "Japanese Patent" and "Helps Regulate Physiological Functions", which are of great interest to the target audience, have been strengthened.

TEST

Product Survey

I collaborated with a market research company to conduct surveys on the new product. The purpose was to test the product concept, taste, and understand how consumers perceived it. After the survey, we went through several iterations based on the feedback we received.
•  Research Type: Qualitative Research
•  Research Method: In-Hall Test
•  Subjects: 300 people, divided into 25-34 year olds and 35-44 years olds.

Survey Results (achieving high standards) :
90%
Concept Satisfaction
90%
Taste Satisfaction
80%
Purchase Intention
71%
Liking & Value
LaUNCH

Result & Awards

In May 2023, the new product was successfully launched in convenience stores and hypermarkets across Taiwan, achieving excellent sales results. It also won the "Top 10 Delicious New Products of the Year" award at the Food Innovation Awards, known as the Oscars of the food industry in Taiwan.

© 2025 JENNY CHUANG

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