You know the kind of food. It stays in the cupboard. It’s stored there, waiting to be picked someday… we buy it without really knowing what we’ll use it for, but we still buy it because it’s a commodity, something you need to have at home.
Tuna in a can is an example of this kind of food. In France it’s very popular. Popular in the sense that almost every family has some in the cupboard and so buys it regularly. But it’s not an indulgent product.
Petit Navire (it means “Small Ship”) is the leader brand in the tuna segment.
They produce all sorts of tuna: natural tuna (plain), tuna in olive oil, tuna with condiments (tomato sauce or marinated in herbs, mustard etc.).
People use the metal cans of tuna as an ingredient to compose salads in the summer or tarts.
But people never think: “Let’s eat tuna today, what could we do with it?” Instead, they think: “Let’s make a salad. Oh, I have tuna, let’s use it.”
Do you think you could change this? Can you turn canned tuna into a gustatory pleasure? Could it become a more emotional food?
Can you help Petit Navire innovate and create the tuna that everyone will want?
Imagine a new product idea – which is not just a packaging or recipe change – to rejuvenate tuna.
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500