Services
R&D, Branding, Consumer Testing
Credits
Bakhyt (Beck) Uteuliyeva
Annika Madler
Skills
Consumer Segmentation
GTM Planning
Brand Positioning
Scientific Literature Review
Sensory Analysis
Tools
Planograms
Adobe Illustrator
RedJade Sensory Software
Overview
Anytimes emerged from a year-long product development competition hosted by the Institute of Food Technologists (IFT) and Mars. I worked on a cross-functional 10 person team tasked with developing a CPG product from ideation through shelf-ready commercialization, including formulation, regulatory compliance, consumer testing, and financial modeling. We created shelf stable sushi. Now, I've rebranded and positioning our idea from NoriNom to Anytimes. Please shoot over an email if you're interested!
Market Opportunity
The $12.9B BFY snack market is growing at 7.4% CAGR. Sushi, which is among UberEats' top 3 most-ordered items with retail sales up 72% in 4 years, remains largely inaccessible due to price ($12-18/meal) and refrigeration constraints.
Consumer Tension
Gen Z and Millennials want function without sacrifice to their health, or to the planet, but won't compromise on taste or experience.
56% replace meals with snacks
Of Gen Z consumers >3x / week
73% willing to pay more for sustainable packaging
of US Millennial Consumers
User Research
We applied key insights from both sensory and consumer surveys to refine our product.
What we learned | How we applied it |
|---|---|
"Abundant health" > restriction | Led with "sushi-inspired" and flavor callouts, supported with 10g protein & 4g fiber claims (not "low-cal" or "diet") |
Snackification trend is real and rising | Positioned for mid-day snacking (82.2% of respondents), not traditional mealtime |
Sustainability is a purchase driver | Upcycled acid whey + RecyClass certification increased purchase intent 21% |
Sushi is special because it feels hand made | Developed proprietary "Snap, Pair & Savor" packaging to mimics sushi's intentionality in portable format while creating sharable moment. |
