Kraft Foods is one of the leading food and beverage companies, with a large portfolio of well-known brands. In the early 2000s its Nordic branch was doing a lot of market research, but was lacking coordination as well as a shared picture of where consumers and markets were heading. They turned to Kairos Future for assistance..
Kairos Future developed a process for continuous and integrated trend analysis and monitoring that was used as a springboard for future-driven innovation for over 5 years. Ambassadors from different categories within Kraft were appointed and trained in trend analysis and trend-based innovation and the process was linked to the business planning process of the company. Direct results were a series of successful new product launches (for example Marabou Premium) as well as marketing campaigns and improved foresight among key people in the company.