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Launching a New Bio-Packaging Product in the EU Market

The Challenge

Entrepreneurs from Kharkiv approached us with an ambitious idea: to launch a new business manufacturing and selling bio-packaging tableware. The primary target markets chosen were Germany, Poland, and Italy .

The Task

The goal was not just to "enter the market," but to carve out a niche among global giants, decode the real pain points of European B2B and B2C segments, and develop a comprehensive brief for the future brand platform.

The Process

1. Strategic Kick-off and Research Design

We began by facilitating a strategic session to align the client’s and agency’s teams.

  • Market Analysis: Valued the European disposable tableware market at $24B (€22.5B) with a CAGR of up to 12%.

  • Hypotheses: Formulated value proposition assumptions ranging from "simple plastic replacement" to the concept of an "affordable eco-innovator."

  • Geographic Focus: Identified regional nuances: price sensitivity in Poland, strict certification requirements in Germany, and the importance of aesthetics in Italy.

2. Deep Dive: 30 In-depth Interviews (JTBD)

We conducted research using the Jobs-to-be-Done methodology, splitting the audience 50/50 between:

  • B2C: End-consumers purchasing food/coffee to-go or picnicware.

  • B2B: HoReCa (restaurants, cafes), delivery services, and retail.

3. Competitive Landscape Analysis

We dissected the strategies of market leaders: from giants like Huhtamäki and premium players like Duni Group to trend-followers (like Dart ). This helped us identify a "window of opportunity" for the new brand.

The Result

Instead of "just another eco-cup," we proposed a UX-First Eco-packaging concept to the client.

By understanding the market and unmet customer needs, we delivered:

  • Launch Roadmap: A phased market entry strategy tailored to local specifics.

  • Financial Benchmarks: A clear understanding of market size in monetary terms and projected market share.

  • Ideal Customer Profile (ICP): A precise definition of who will buy the product and why.

  • "Product-Killer" Features: A list of innovative ideas designed to solve real market pain points.

  • Brand Foundation: A comprehensive brief for creating a brand platform with defined positioning.