In the ever-evolving landscape of snack foods, innovation is the key to staying ahead of the curve. At Majans, we embarked on a thrilling journey to create the Bhuja Snack Safari range—a venture that not only showcased our commitment to culinary excellence but also underscored our dedication to meeting the diverse tastes and preferences of our consumers.
The genesis of the Bhuja Snack Safari range stemmed from a profound insight captured from market research led by myself and the Head of Marketing—a fan's simple query: "Can you make me a Bhuja Mix from Peru?" This seemingly innocuous question sparked a revelation—we realised that a plethora of culturally inspired snack mixes existed, waiting to be explored and savoured. This insight served as the catalyst for our ambitious undertaking.
Armed with this revelation, we embarked on the journey of bringing the Bhuja Snack Safari range to life. Our first step was to translate the concept into a tangible product, leveraging our expertise in product development and culinary innovation. Myself alongside the Head of Marketing managed the creative briefing of a skilled chef from Melbourne, who meticulously crafted a range of snack mixes that captured the essence of global culinary delights, from the vibrant flavours of the Aussie Bush to the exotic spices of Mexico. I then personally led the creative artwork briefing for the range with an external arthouse and the Indigenous artwork partnership for the Aussie Style Mix.
Understanding the importance of securing buy-in from key stakeholders, we took our concept to the major retailers, Coles and Woolworths in the form of an "Innovation Showcase", a strategic initiative coined by myself and the Head of Marketing to get the retailers to meet with us. Our relentless commitment to the project bore fruit when we successfully secured ranging for two products in Woolworths in January 2024 (not a small feat by any means in a category with over 50+ brands and big conglomerates!).
The creation of the Bhuja Snack Safari range was not just a product development endeavour—it was a testament to our strategic foresight, collaborative spirit, and unwavering dedication to meeting the evolving needs of our consumers. This multi-year strategy was a labour of love—one that we wholeheartedly committed to—and the results speak for themselves. Today, the Bhuja Snack Safari range stands as a shining example of our ability to innovate, collaborate, and deliver tangible business outcomes.
From a marketing lens, the creation of the Bhuja Snack Safari range showcased a myriad of key skills and capabilities. From market research and consumer insights to product development and stakeholder engagement, this project epitomised our ability to navigate complex challenges and drive meaningful results.
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