Data Driven innovation in Consumer Goods

Chips Ahoy! a brand from Mondelez International, leverages consumer data and analytics to stay in tune with evolving shopper behaviours and preferences, ensuring the brand remains relevant in a competitive snacking market. They partner with analytics firms and use insights from consumer trend sources such as market research panels to understand key priorities like value, convenience, indulgence, and better-for-you snacking, helping them identify emerging growth opportunities. These data insights guide decision-making about where to invest — for example, targeting younger audiences on platforms they frequent rather than traditional media. The brand uses this information to develop and test product concepts, choosing those with the highest purchase intent to advance into development with R&D teams. Iterative consumer testing refines ideas to ensure strong market fit before full launch. One direct result of this insight-driven approach was the introduction of a gluten-free version of the original cookie, meeting a growing household trend and achieving high repeat purchase rates. Additionally, data has supported innovations like Fresh Stacks portable packs priced to attract new and lapsed consumers, and the Baked Bites platform tapping into new occasions and expanding category reach. By combining consumer analytics with strategic product development, Chips Ahoy! continues to innovate products that resonate with diverse snacking occasions and consumer segments