CPG Marketing Trends: Concept Writing During Ideation Sessions for New Product Development

During the ideation session it is critical to capture new product concepts so that ideas are represented in their best light.

At the end of each brainstorming period it is good to get teams to write up their most promising ideas so that they can be shared with the broader team.  This helps them to think through their idea more completely.  Good concept writing will include the following elements:

  • Concept name
  • Concept description
  • The big idea that the concept captures
  • Why the concept is different from anything else
  • A drawing to help visualize the idea

The concept name is a good way to crystallize the concept idea with the consumer in mind.  It is how the consumer might find it labeled in the grocery store.  Naming the concept helps the team members agree on the main point of the idea.

The description is an important way to fully depict what is in the private label food new product idea.  It is helpful to describe the benefit to the consumer, the ingredients in the item, how the consumer might use the product, and the packaging that it will come in on the shelf.

Describing the one thing, or big idea of the concept helps to sell the idea.  In this section you will want to consider what the benefit is to the target consumer.  The idea should be singular in focus and be driven by a consumer insight gained from your target consumer.

Next you need to describe why the private label food new product idea is different from anything else in the marketplace.  Or how it will better deliver on a benefit that other products in the store already address.  This is a key piece to any new product idea.  The better it delivers something unique to the marketplace, the better the idea has for success and for incremental volume for the category.

Finally, it is helpful to include an illustration of the idea.  Sometimes ideas have components that are difficult to describe and a drawing may help.  Sometimes showing the product in a meal or outside of the package or even the packaging itself will help to underscore the significance of the idea.

Writing concepts during the ideation stage helps to make ideas stronger and also makes great takeaways as you follow up in the days ahead evaluating the ideas generated during your brainstorming session.


Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

Comments are closed.