GUUT

Good in oneself

STARTING POINT

Probiotics are a commonly known pharmaceutical category which has been used for years. However, the use of probiotics in Poland was associated only with antibiotic therapy and the need to rebuild the depleted bacterial flora after the treatment process was completed.

The latest scientific discoveries indicate a huge role of the microbiome (especially intestinal bacterial flora) in the proper functioning of the body. In the light of latest scientific research, probiotics address a wide variety of ailments. Meanwhile, probiotics were accompanied by the interest of the media and consumers, but at the same time… there was no product offer on the market.

CHALLENGE

The key challenge was to promote the category known to consumers in a completely new version. In addition to spreading knowledge about the new health functions of probiotics, the key was to create the product itself and to guarantee its effectiveness.

ACTIONS

We carried out the comprehensive New Product Development Process (NPD). It covered issues such as: identification of potential needs that can be satisfied, development of product formulation (with an external partner), development of a business case (calculation of potential, distribution model decisions, and a five-year P&L), the construction of product range and the concept of commercialization.

SOLUTIONS

Guut has become a true brand of functional probiotics designed to boost immunity, metabolism, mood, and vitality. All formulations have been tested by an appropriate, objective laboratory and have been confirmed to be effective.