It’s easy to assume that all NPDs should be ‘more, more, more’. But actually a consumer trend towards authenticity and simplicity has seen some brands going back to basics with innovations centering on the old adage that “less is more.”


Jordans Simply Granola, an NPD concept we explored for The Jordans & Ryvita Company, is a case in point. The promise of Jordans Simply Granola is just that – granola with a hint of honey that one can enjoy for its simplicity, or use as a base to customise with ingredients.

We used consumer feedback to help the team realise the concept through design. The outcome is now on shelves, and the results have brought granola to a new audience: since its launch, 64.7% of all Jordans Simply Granola shoppers are new to granola.