PepsiCo USA / Product Innovation Pipeline

Could healthier options survive an unhealthy channel?


How could PepsiCo grow its healthy food business in the traditionally unhealthy convenience and gas channels?


The Challenge

PepsiCo wanted to identify key opportunity areas within its business.  The two goals were:

  1. identify new business opportunities within a key sales channel, and
  2. introduce user-centered design methodologies to the organisation.

The project was a strategic priority for PepsiCo – considered an important part of their innovation pipeline.

The Approach

ThoughtFull launched a design thinking process that led to the development of a range of potential solutions. The project was completed over an intense 12-week period. During the project, we took a deep dive into consumer research and concept development, including multiple working sessions and stakeholder engagements, and made a variety of presentations.

From a deep approach to understanding the channel, its participants, behaviours and context, we developed a range of product concepts that formed a portfolio of solutions. These concepts were further built out and prototyped with consumers to enable clear focus, prioritisation, and value proposition.

The Outcome

The project deliverables were shared widely with PepsiCo, including its most senior leaders. The concepts we generated formed the organisation’s short-term and medium-term innovation pipeline in key sales channels, which were expected to generate more than $20MM on incremental sales for the business.


The team managed the project professionally, whilst successfully educating our organisation on the process throughout. The team was able to constantly push our thinking as individuals and as an organisation resulting in better project results. The feedback has been extremely positive, and this project is considered internally as “best in class.” I would highly recommend ThoughtFull to any organisation who wants to stay relevant in today’s competitive landscape, by gaining a deep and insightful approach to innovation.
— Gill Horsky/Marketing Manager/Innovation.