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22.11.2018

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    Danone AYEM

    Danone

    AYEM is a ready to enjoy, healthy breakfast protein pot full of the stuff your body and mind loves (protein and Omega 3 DHA). It’s about doing something good for yourself every day, so you can leap out of bed and dance to work – or just get that morning feel-good factor, which makes your day.

    What customer problems did you set out to solve?

    We know that 38% of Londoners skip breakfast, and 49% of people in the UK are having breakfast outside of their home - but the current options are not always healthy, practical, or tasty. And so, we wanted to create a solution that addressed all three. In addition, whilst protein is consumed a lot at lunch and dinner, not enough is consumed at breakfast, leading to a protein gap. As protein is not stored in the body, we need an easy way to fill that morning protein gap.

    What differentiates your proposition from other offerings in the market?

    AYEM differentiates itself from other breakfast offerings in the following ways:

    • On the go - Easy to consume on-the-go, as our pots come with a recyclable paper-based spoon, and a little sachet of toppings.
    • Delivered to you – Sold in independent stores, online or direct-to-consumer wherever you are, even to gym class!
    • Protein you need - Each pot contains 15 grams of protein, which helps maintain muscle mass
    • Kickstart your brain – Contains Omega 3 DHA to support the maintenance of brain function. We call it brain care!

    How have you proven that your concept has potential for impact?

    With our Minimum Viable Product, we ran a 3-week pop-up store in London. We wanted to test and learn the full value proposition with consumers before launching: we achieved over 3000 sampling conversations and sold over 300 pots. Since then, more than 20,000 consumers have visited our website and AYEM has been successful sold in 75 independent stores and cafes across London. Since this week AYEM is also sold through Ocado! AYEM was recently featured in Vogue’s Health Kick, as well as The Grocer protein report.

    Where do you see this proposition in 12 months time?

    We planned a gradual ramp up, to be able to learn and adapt as we go. For now, we see ourselves reaching more and more London consumers, constantly improving our offering, and in 12 months we aim to be ready to roll out to the whole country!

    Find out more about Danone AYEM here

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