UK grocery store retailer Waitrose recently teamed up with food brand Glorious! to offer a soup competition that allows consumers to suggest new flavors for the Glorious! SkinnyLicious to-go soups. This allows the brand to tap directly into the wants of consumers to discover new flavors and tastes that they are seeking.
The competition encourages fans of the Glorious! brand to suggest new flavors for soups and have the winning selection be made into one of the brand's official products. The soup will be available for purchase through Waitrose and the winner will be awarded a monetary sum of vouchers to spend at the retailer.
Consumer competitions function as large-scale focus groups allowing brands to find out exactly what types of products and flavors consumers wish to see in upcoming products.
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