Together with Raphaels we went on a discovery journey to gain a deeper understanding of our target: what are unmet needs and what motivations drive the consumption of gluten free bread: how, what where and when.


Raphaels organised qualitative and online sessions with the target group that lead to the insight that the category was not meeting the desired quality standard (should be: not too dry/not too soggy) and lacking variation. A new gluten free bun was developed to fulfil these needs and together with the target we fine tuned the new concept during a lunch session.


This finally lead to a concrete new business opportunity, broadening the Yam portfolio with a Gluten free bun: Bruin bolletje van Yam.

- Eva Janssen, Marketeer Yam