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Pepperidge Farm

How Might We...

How Might We...

Create healthier baked goods for kids that deliver the taste, health and convenience that busy Moms are looking for?


Baked goods are well-known for being delicious but lacking health benefits; our client wanted to find new, healthier pathways to growth. Our challenge was to create delicious breakfast options that kids would love to eat, and Moms would feel good about serving.


We scanned the world for baked goods trends to understand the current landscape, which identified the hunting ground for innovation within future rituals impacting school runs, competing with screen time and ingredient preferences.

To inform our innovation platforms, we hit the streets of Chicago for an Innovation Safari inside their famous local bakeries. We curated a 48-hour trip of immersive experiences to uncover the latest ingredients, formats and trends within baked goods.

Through an Innovation Sprint with expert bakers at the French Pastry School, we turned our rough ideas into fully baked concepts in real-time, with the help of French Pastry School Founder – Chef Jacquy Pfeiffer (and his whole brigade of bakers). Through rapid prototyping and co-creation with a team of Moms, we were able to identify and prioritise the concepts that would satisfy the needs of them and their kids.

Pepperidge Farm
Pepperidge Farm


Innovating with Moms not just in mind but in the room is essential to gaining their trust and aligning with their values and well-being priorities. These invaluable insights and ideas can help you forge lasting connections and drive brand loyalty that extends across generations.


  • Custom trend report
  • 6 innovation platforms and 12 ready-to-serve concepts
  • A future-fit breakfast innovation pipeline for future Moms and kids

Client Quote

Your approach really opened my eyes - it's been a long time since we’ve been in a bakery - and the inspiration we got has applications well beyond the scope of this initiative.

Head of Product Development