Franklin Foods: Greek Cream Cheese

Franklin Foods, the North American arm of Hochland, a German cheese producer, was a rising competitor in the cream cheese category, competing against category leader Philadelphia Cream Cheese and others. To achieve sustainable growth and market share, Franklin Foods needed to move beyond surface-level understanding and dig into the core motivations driving consumer choices. The objective of this project was to gain a deeper understanding of consumer behavior within the cream cheese category, uncovering unique value propositions and identifying opportunities for meaningful innovation.

To gain a comprehensive understanding of customer behavior, Cast & Hue employed a multi-faceted research approach to consumer insights. First, a national survey was conducted to explore attitudes, perceptions, and usage of cream cheese products across the United States. This survey revealed four distinct consumer segments, each characterized by unique attitudes toward cream cheese.

Building on these insights, Cast & Hue developed an approach that centered on Jobs-to-be-Done interviews, complemented by ethnographic research at grocery stores. Observations focused on consumer behavior within the cream cheese aisle, including search time, decision-making processes, and brand selection. Customers were then approached and asked to self-identify with a specific statement, allowing for on-the-spot interviews with prioritized segments.

These in-depth interviews explored the nuances of cream cheese selection, including usage behaviors, taste and texture preferences, and key decision-making factors. Eight distinct consumer Demand Profiles were identified. These Demand Profiles were personas centered on motivations for purchasing cream cheese that went a layer deeper than our initial segments, with three prioritized by Franklin Foods for co-creation sessions. These sessions aimed to reimagine cream cheese consumption and develop innovative product and experience concepts.