Did you know that…
… over 10 teams are involved in the process?
… it takes, on average, 6 to 12 months, and sometimes even 2 years, until a product makes it to our online shop?
… most products take between 2 and 4 tasting rounds until we are satisfied?
Birth: Product development & Sourcing
It all starts with a brainstorming session in our sourcing team and the seemingly simple question: ‘What if...?’ This is how your favourite KoRo products were created – and the ideas for the next ones may already be in the works. We draw inspiration for these sessions from everywhere – trade fairs, markets, scrolling through social media, or taking a critical look at our own product range. If an idea has potential, we get down to business:
Product briefing: Everything we want from a product, from taste and ingredients to possible unique selling points, nutritional values and claims, ends up in a detailed document.
Finding a manufacturer: Sometimes we fall back on existing and proven partnerships, sometimes we look for new producers who meet our quality and quantity requirements.
Tastings: For many, this part sounds like the dream job. In reality, it often means tasting eight versions of the same product and evaluating them objectively – here you need to try to leave out personal preference, and try not to get overwhelmed. Most products also require several rounds of adjustments.
Inspecting the ingredient list: Is the product organic and/or vegan? Where do the raw materials come from? And what social and environmental standards apply along the supply chain? Our sustainability team checks whether our criteria are met, sets specific requirements for manufacturers, for example, and, if necessary, excludes certain countries of origin based on risk analyses.
The decision: The product must convince everyone – not only the sourcing team, but also marketing, sales and management are involved. Sometimes, after months of development, we even say goodbye to a product because it does not meet our standards. But if all the criteria are met, the other departments get the green light.
Before launch: these teams get involved
Because good snacking is about teamwork, several teams are involved in a product launch like this: not only sourcing and sustainability, but also pricing, logistics, marketing and communication. In short: teams throughout the entire company are used for every single product. Each department focuses on a different aspect:
1. Quality Management (QM) puts the product through its paces – or rather, checks that it meets all quality parameters. From the correct declaration with the appropriate product title and allergens to legal checks and risk assessments relating to the product, origin and raw materials. You can be sure that every supplier is thoroughly vetted before approval.
2. Packaging Design receives all relevant data such as ingredients, USPs and nutritional values from QM. This is used to come up with a packaging design that is revised just as often as the ideal recipe in the test kitchen.
3. Then there is Supply Chain Management, the Tetris masters in the background. They ensure that exactly the right quantity is ordered from the supplier at the right time – so that your favourite product is always available.
4. As soon as all the necessary approvals are ready, the product becomes available in our online shop!
Aftershow: What happens after launch
Fantastic, the product is now in the shop – which surely means it's time for us to relax? Not really. Even after the launch, we keep a close eye on all our food products. Because quality is reflected in the fact that customers come back – and not the product.
Quality control: Checks happen every time we get a new delivery of a product – including sensory tastings and risk analyses. If a delivery doesn't meet our standards, we sometimes change suppliers or tweak the recipe. And because we like to play it safe, we also regularly visit our suppliers and carry out audits on site.
Price: We also keep an eye on costs. We are happy to pass on falling raw material prices, but sometimes we have to adjust to rising prices. Because we also have to think economically – as unromantic as that may sound.
Feedback loop: Your feedback and shop reviews are extremely valuable to us. If the recipe needs some fine-tuning or a product name isn't quite right, we are constantly looking for ways to improve. This means: We look forward to your feedback!