Food & Beverage

Taste, repeat purchase, and retail margin have to agree.

A beverage and a snack fail for different reasons than a serum or a supplement. Vantage judges food and beverage products on what actually decides them.

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The question that decides it

After the first purchase, why does someone buy it again?

Every Vantage call ends in one of five: Proceed, Refine, Validate, Pause or Stop.

Decisions that come up here

The questions that decide this category.

Which flavor moves forward?

ii.

Is the price supported?

iii.

Is the product meaningfully different at shelf?

iv.

Does trial have a plausible path to repeat?

Is sensory testing the next thing worth buying?

What usually kills a launch hererepeat purchasetasteprice-value mismatchdistributionoccasion fitoperational complexity

What it looks like

A sample decision.

Product record Sample

Citrus Probiotic Sparkling Drink

Concept

Verdict · ValidateValidate repeat before the first run

Trial looks easy. Nobody has shown why people would buy it twice.

Evidence

38% of 240 target buyers would try it at $3.29.concept_survey.csv

Inference

Gut health gets the first purchase; taste decides the second.Category pattern

Assumption

Drinkers will choose it over their usual sparkling water each week.Not checked yet

Next dollar goes to

A blind taste test against the two shelf leaders, then a 4-week home-use test. About $9,000.

What you bring

The concept, deck or product brief
Any research you've run: surveys, panels, taste tests
Sales, repeat or retailer feedback, if it exists
Your price and cost assumptions

What you get back

One call: Proceed, Refine, Validate, Pause or Stop, with the reasoning
Every line labelled evidence, inference or assumption, with its source
Confidence based on how well the evidence holds up
The next test worth paying for, and the result that would change the call

Also useful.

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