SIGNATURE BOWLS
Consumer Insights & Menu Innovation.
U.S. menu expansion · April 2025
Making açaí easier to order, with six Signature Bowls designed around different tastes and lifestyles.
Explore the case- My role
- Head of Marketing, US
Project lead
- My scope
- Consumer insights, menu innovation,
creative direction & go-to-market strategy
01 / The brief
A clearer place to start.
The challenge
Açaí was still unfamiliar to many U.S. customers. Faced with a long list of toppings, some felt overwhelmed and unsure which ingredients worked together or where to begin.
With only two ready-made options, we needed to make the first order more approachable and give store teams a simpler, more repeatable way to prepare it.
My leadership
I led the menu and launch strategy, translating consumer research into four new recipes alongside our two existing Signature Bowls. Working with the team, I connected recipe development, creative direction and go-to-market planning around the needs of both customers and stores.
02 / The strategy
Help customers choose. Help stores serve.
Make açaí approachable
Give customers new to the category a clear starting point, with ingredient combinations already considered.
Make the choice relevant
Build recipes around different tastes and lifestyles, helping customers recognize a bowl that fits their preferences.
Keep service moving
Give staff repeatable recipes and clearer assembly steps, supporting more efficient preparation and shorter queues.
03 / The work
Different bowls. Different reasons to choose.
The range combined Original, Crunchy, Matcha, Golden Almonds, Fruity and Tiger. Each recipe had a clear role, connecting ingredients with the motivations behind the choice.
Product photography and ingredient graphics made those differences visible, from fruit variety and texture to ingredients associated with fitness and wellness routines.
- Fitness: whey protein for customers building protein into an active routine.
- Beauty & wellness: a collagen option for consumers interested in skincare and wellness routines.
- Matcha: a recipe that tapped into growing interest in matcha.
- Fruit: fruit-forward combinations for customers who wanted a fruitier bowl.
- Crunch: two layers of granola in Crunchy, making texture the main attraction.
04 / The rollout
Connect the menu, the message and the store.
In-store execution
Updated counter menus and in-store materials made the recipes easier to understand at the point of choice. Preset combinations also reduced the back-and-forth over toppings, helping staff work more efficiently and keep queues moving.
Launch communication
Social content and digital advertising introduced the six options through their ingredients and appeal. I aligned the messaging and creative direction so customers encountered the same product names and proposition across channels.
05 / The impact
A stronger role for Signature Bowls.
Mix figures include all six Signature Bowls, including Original and Crunchy. The increase reflects a shift toward ready-made combinations within OAKBERRY’s bowl menu.