From Insights to Ideas
At the conclusion of the research phase, we distilled key design principles to guide the development of innovative, desirable snacks. We then engaged diverse groups—company stakeholders, as well as adult, teen, and child consumers—in dedicated brainstorming sessions.
Each session was tailored to its participants, resulting in a wealth of ideas. In the next phase, the most promising concepts were selected, prototyped, and mapped out within a phased development roadmap.
Ideation Through a Child's Eyes
The ideation session with children was the most interactive and engaging part of the project. We conducted two workshops, one for younger children and another for older ones, to explore their unique perspectives on snacking.
To start, participants reflected on their daily snacking habits, considering what they ate at school in the morning and at home in the afternoon. They then translated these reflections into drawings, illustrating their ideal snacks based on their personal preferences and routines.
Identifying Features
To spark creativity, we provided an array of inspiration on the working tables—different flavors, textures, and shapes to prompt new ideas. Children could mix and match elements, imagining snacks that felt fun, delicious, and exciting to them.
The open-ended nature of this exercise encouraged them to move beyond familiar choices and experiment with unexpected combinations.
Snack Like a Hero
To further push their creativity, each child first introduced their favorite fictional character and shared what made them special.
They were then challenged to design a snack tailored to that character's needs and personality—whether it was a superhero's energy-boosting bar or a princess's elegant treat. This approach encouraged them to think beyond their personal preferences and embrace imaginative, story-driven design.
As a final round of creativity, we asked children to choose their favorite creation and design packaging that would complement their snack.
What Made It Worth It
Beyond generating tangible product concepts for prototyping, this activity provided Barilla with valuable insights into key features of baked products from a child's perspective, influencing future product development across its range.
This was just one part of a larger strategic effort to reimagine snacking, combining deep consumer research with creative ideation. The project's outcomes were not only innovative but also well-received, shaping new product directions and inspiring Barilla's long-term vision for the category.
Still curious?
As much of this project involves confidential aspects, I have chosen to highlight a single activity within it—ideation with kids. I'd be happy to share more details upon request.
