Yesterday, the fruit and nut bar RAWBITE launched its first trial with Bonsai Research in Cologne's go2market, a test supermarket for product launches, relaunches and optimisations. RAWBITE is the first client to use the new go2market module of the Bonsai Launch Pad - our toolbox for exploring the opportunities of new launches and potential changes to established products. How does this work and what do we do for RAWBITE? 

The idea behind RAWBITE is simple and straightforward: a fruit and nut bar that is 100% organic, vegan and gluten-free, with no added sugar or palm oil. Developed in Denmark in 2009, the product is now available in 30 countries.  

The Bonsai study in the go2market

So far, the RAWBITE bars have been offered under the claim "THE ORGANIC FRUIT & NUT BITE": This is where Bonsai Research comes in: We will find out for the RAWBITE team whether another claim would be more sales-promoting. For this purpose, we are relying for the first time on our new cooperation partner go2market. go2market is a real-life test supermarket with locations in Vienna and, since June 2021, also in Cologne. The highlight: the members who shop there - there are 3,000 in Cologne - are representative of the population in Germany. More about go2market and our cooperation with the test supermarket

RAWBITE bar in the test - a workshop report

The first RAWBITE bars have arrived at go2market and were placed on the shelves of the test supermarket yesterday. Initially, RAWBITE will be sold with the previous packaging - and the previous claim - in the four varieties Protein, Coconut, Cashew, Cacao. The behaviour of a representative selection of customers will be recorded; the buyers of the bars will be interviewed after the purchase. From February, the packaging with the new claim will then be sold in the go2market - of course also temporarily with advertising on digital screens at the point of sale. After analysing the sales data and the survey results of the two variants, BONSAI will give a clear recommendation under which claim RAWBITE should be offered more successfully in the future.  

In the future, we will keep you informed about the progress of the RAWBITE study and selected results in the Bonsai blog.   

The Bonsai Launch Pad at a glance

The Bonsai Launch Pad can be used as a kind of TÜV for product innovations and as an entry ticket for the German trade. It is a toolbox with which we explore the opportunities of launches and relaunches, show optimisation possibilities and minimise the risks for product innovation. The Bonsai Launch Pad is modular and can be flexibly adapted to the needs of each client - in the case of RAWBITE by testing it in the go2market (level 4). The modules in detail: 

Module 1: Evaluation of the product by retailers (store managers)
Module2: Survey of consumer feedback in the Foodpionier community
Module 3: Listing in the online supermarket myEnso (first endurance test in the full range)
Module4: Test in the go2market supermarket
Module 5: Real Bonsai test market: Entry into the stationary trade (Edeka and REWE)
Module 6: Regional listing and support in national distribution 

If you have any questions about the Bonsai Launch Pad, please contact Michaela Thielen or Stefan Feldmeier.