Thirsty work: Collaborating towards metacognition in the cold beverage path to purchase

This paper examines a research project focused on building a body of research that shows what impact the in-store experience in eateries has on beverage choice in order to empower companies to drive sales more effectively.

Thirsty work: Collaborating towards metacognition in the cold beverage path to purchase

Sally Lewis and Katie AlexanderJoin the Dots and Nestle Professional UK

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Introduction

Taking a new category into new channels

Cold beverages account for 75% of drinks served in commercial channels (The NPD Group/ Crest). In August 2014 Nestle Professional UK&I (NP) approached Join the Dots (JtD) with a research brief derived from their business objective to drive sales of their iced blended beverages.

This was a new product category for the organisation that had only recently branched out...

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