The Idea Pantry
General Mills came to Makeable to grow their business out of the uninventive, shrinking canned goods aisle and into a fresh product horizon.
Frozen equals fresh.
Research indicated customers were getting tired of the "old box and jar" and at the same time were looking for healthier, quicker, easier options for inventing in the kitchen. This is the perfect mindset for frozen sauce. Every chef knows a great recipe starts with a great sauce. And every chef mom knows fresh, healthy ingredients are found in the frozen foods aisle. This same target is someone who has been sharing her creations with friends today more than any other generation at any other point in history—a prime opportunity to give her something completely new to dig into.
How can the world of product strategy and digital innovation collide, creating a new market opportunity for one of the country's oldest Italian recipe starters? Read on.
There is social media, and then there is social product development.
To answer the call, Makeable created The Idea Pantry family of sauces. An experiential product that is 1 part sauce, 1 part pasta, 1 part recipe system, and 4 parts safety-net, whipped together. What does it add up to? Cooking School in a bag! The Progresso Idea Pantry steers shoppers away from their “box & jar” habits towards a “frozen-is-fresh” alternative — offering a fun foundation for quality and creativity.
It all starts with the sauce and our 6 socially-connected cooking instructors get you started by creating a new dish every day with each new sauce variety. This database forms the backbone of the inspiration engine in The Idea Pantry family of Progresso sauces
Recipe support and inspiration built in.
Each of the 6 new sauces (Alfredo, Maranara, Marsala, White Wine, Red Pepper, & Pesto), acts as primary ingredient for a library of video cooking lessons supported by @IdeaPantry on Twitter. Bring home the sauce and message that Sauce's Chef or watch her latest step by step video and you're off and cooking. Need an idea for a recipe? She's available - even while you're in store.
These easily accessible and socially savvy instructors answer recipe questions and teach aspirational home chefs to create deliciously inspired meals — using Idea Pantry Family of Sauces as the starting point.
The World’s First Social Product Pasta Sauce.
Makeable and Progresso successfully beta launched Cooking School in the Bag with The Idea Pantry system in the Pittsfield, MA area. Known as a cultural & culinary hub of the Berkshires, Pittsfield was the perfect choice for its appreciation for fresh local foods. The Idea Pantry is the perfect innovation example of inspiring a community through a social product — not social media. It was the first execution of its kind, where others today have followed this trend.