Florette aims to enter the market of catering products with a new product range, targeting key players in the retail sector in Belgium. The retail environment necessitates “profound thinking” (deep-dive) to introduce a series of products in today’s competitive landscape. Launching new products in a new category is an ambitious step, requiring a qualitative exploration of the core target audience to uncover taste preferences, brand associations and purchase stimuli. Subsequently, defining the brand packaging is crucial.