How can NotCo improve the texture of its NotMilk to more closely resemble dairy milk?

Introduction

To improve the texture of NotCo's NotMilk to more closely resemble dairy milk, we need to approach this challenge systematically. This product improvement initiative is crucial for NotCo's market position in the plant-based milk industry. I'll outline a comprehensive strategy that addresses user needs, technical challenges, and market dynamics.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the primary use cases for NotMilk. Could you help me understand the top 2-3 scenarios where consumers are using NotMilk, and how these compare to dairy milk usage?

Why it matters: Determines which texture attributes are most critical to improve Expected answer: Coffee addition, cereal, and direct drinking are primary use cases Impact on approach: Would focus on texture improvements most noticeable in these scenarios

• Considering user behavior, I'm curious about the current customer satisfaction levels. Can you share any data on customer feedback specifically related to texture, and how it compares to dairy milk alternatives?

Why it matters: Helps prioritize specific texture attributes to address Expected answer: Customers rate texture 3.5/5, with comments on graininess and separation Impact on approach: Would focus on reducing graininess and improving emulsion stability

• Thinking about the product lifecycle, where does NotMilk stand in terms of market penetration and growth? Are we looking to expand the user base or increase retention among current users?

Why it matters: Influences whether to focus on matching dairy milk exactly or differentiating Expected answer: Mid-growth phase, focusing on both acquisition and retention Impact on approach: Would balance familiar dairy-like qualities with unique plant-based benefits

• Regarding company alignment, what are the key constraints or considerations we need to keep in mind for this texture improvement initiative? For example, are there limitations on ingredients, production processes, or cost?

Why it matters: Defines the boundaries for potential solutions Expected answer: Need to maintain clean label, avoid allergens, and keep production costs within 10% increase Impact on approach: Would explore texture improvements through natural ingredients and process optimizations