Mateo describes the process of coming up with disruptive innovations and new business models, engaging with the right partners and how to evaluate experiments based on customer insights.
Cucina Barilla was launched into the Italian market two years ago. It took us basically five years of development, and then we introduced into a market.
Well, basically, the innovation team I was describing earlier on was looking at trend. I wasn't part of it at the very beginning, but I was looking at long term trends, and we saw a couple of trends, and we kind of saw an interception of these two trends. 1 trend was that people have less and less time to Cook, but on the other hand, are not willing to give up on quality freshly cooked food at least a percentage of the population, of course. Then, on the other hand, we looked at Basin refilled models like the Express or the Soda Stream or the razor in Blade. And then that's where we started developing the idea to give you a very concrete example And all of a sudden we had a Basin food system, the first base field food system in the world .
Cucina Barilla back then, basically took the process that we normally use for incremental innovation, which is phase and gate process managing the innovation funnel. And we kind of apply it to the Cucina Barilla product as well, in a sort of customized way. So we run market research. We did quantitative and qualitative research. We did first concept and the evaluation, et cetera, et cetera. Well, I think we are doing more and more with, Let's say, disrupted innovations. I was mentioning to you earlier on, we are further and further customizing the phase-in gate process, which works really well for incremental innovation, but needs customization for things which are pretty different from a business model standpoint and from also strategic standpoint
Let's say, marketing and business support to the idea when it was introduced into the market. So the classical go to market strategy, but it was relatively light in terms of internal costs because of the fact that it's built on a business process outsourcing in terms of kind of location geographically.
And on the other hand, we try to have some freedom because our business needs it. And the same is probably true with the other disruptive innovation and ideas that that was.
