Home Smart 100 2014 Mini Melting Moments (VIC) — 2014 SMART 100

Mini Melting Moments (VIC) — 2014 SMART 100

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

1. THE BEGINNING

This innovation came to life when…

Melting moments, also known as yo-yo biscuits (especially when corn flour is substituted with custard powder), is a shortbread-like cookie. It has a light, fragile, buttery and crumbly texture. A texture that deliciously melts in your mouth. These cookies are usually sandwiched with lemon butter cream.

Charlie’s has taken this traditional quintessentially Australian biscuit and applied the colours and flavours of the French fad sensation — the macaron.

Charlie’s has also made this range in a ‘mini’ biscuit. Encouraging the indulgences in life.

This is very difficult to do commercially, given the fragility of the biscuit.

2. WHAT & HOW

The purpose of this innovation is to…

The mini melting moment solves the problem of shelf life for retailers as it is significantly longer than the macaron (nine months vs. seven days).

Also, offers consumers the colours and flavours of a macaron in small bite-size morsels.

It does this by…

It does this by using the gelati flavouring (MEC3), creating exotic flavours in an otherwise traditional vanilla biscuit.

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3. PURPOSE & BENEFITS

This innovation improves on what came before because…

Current manufacturers of the melting moment stick to a traditional medium-to-large size and basic/traditional flavour. This new range improves on what came before by offering portion control and flavour options, plus beautiful gift packaging.

Its various benefits to the customer/end-user include…

The ‘mini’ moments address the health industry’s need for portion control and offer consumers a flavour-packed bite-size cookie, where the alternative was always for a large ‘vanilla’ flavour. The size is ‘just enough’ to enjoy a little indulgence.

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

In the past, predecessors avoided using the correct proportion of custard powder in commercial runs do to the breakage and replaced it with traditional flour. This meant the biscuit was more of a shortbread than true to its origins.

Its predecessors/competitors include…

To the best of our knowledge, Kez’s Kitchen is the only biscuit manufacturer making a relatively traditional melting moment recipe, but still only producing the traditional flavour and size.

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5. TARGET MARKET

It is made for…

The target audiences are:

  • Sweet connoisseurs — people that appreciate the authentic biscuit’s heritage, but want a contemporary flavour option.
  • Design aficionados — people that appreciate beautifully designed and unique things for personal enjoyment or gift giving.
  • Fine Food lovers — foodies that love to eat delicious food made with love.
  • Everyday families — looking for an ideal gift or family treat.

It is available for sale through…

Charlie’s Mini Melting Moments are available online at www.charliescookies.com.au as well as nationally via Fine Food Retailers such as: Thomas Dux Grocers, Harris Farm Markets, Scicluna’s, Ritchies & Leo’s.

Our marketing strategy is to…

Promote the innovation via social media, brand activation and in-store experience/tastings.

#charliesminimoments is an exciting platform that enables us to provide consumers to enjoy a mini moment when they least expect it. “Life’s Short. Enjoy every mini moment!”

Your Turn — VOTE!

The Readers’ Choice Index was created to provide an opportunity for Anthill readers to vote on SMART 100 applications, in one of three ways:

  1. Tweet it: Top left of each page (3 points)
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  3. Leave a Comment: Anonymous comments excluded (1 points)

We’ll use your vote to create the 2014 SMART 100 Readers’ Choice Index.

FINE PRINT
This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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