Barilla
Benchmarking a new protein pasta concept for Barilla against real competitor brands in a live, unbranded online marketplace.
The challenge
How can a food company know whether a new protein pasta concept can actually compete with established brands in a real shopping environment, before it exists on shelf?
The outcome
Barilla came away with a repeatable marketplace-testing method, and a clear read on what the concept still needs.
~187kimpressions across 2 test cycles
7.35%add-to-cart rate
2.86%checkout rate
How we got there
Build the marketplace
Built an unbranded online marketplace placing the new concept next to the client's own products and real competitor brands.
Run the ad cycles
Ran two 10-day ad cycles testing price, fitness, and health-led messaging across the full funnel.
Diagnose the gap
A post-checkout survey showed the concept was getting noticed but not chosen, pointing to a next validation phase.
Let’s discuss how this would work for your growth.
Set up a 30-minute intro and pressure-test where your next growth could come from.