Generating ideas for the further development of the market leader in the pharmaceutical market

Bad Heilbrunner has been the undisputed market leader in the medicinal tea segment for 55 years and also has a leading role in the area of food teas with promises of effectiveness. The latest brand development is the organic tea "Teaya", which was successfully launched in 2021, and the Bad Heilbrunner brand has also continued to develop with innovative varieties and ranges.

The objective of the project was to develop product ideas in all three market segments relevant to Bad Heilbrunner.

In order to quickly arrive at strong ideas in the 2-day cross-functional and cross-hierarchical workshop, we relied on a comprehensive trend impulse and on a consumer connect unit. The Bad Heilbrunn team itself became trend and market researchers through its own explorative consumer surveys.

New concepts were developed and evaluated in a multi-stage idea and concept development process. The result: a wealth of new product concepts for further pursuit in the internal innovation process.


  • Trend impulse
  • Customer Connect Insight Research
  • Idea generation and evaluation
  • Follow-up
  • Conception and moderation of the 2-day workshop

Further projects for
Bad Heilbrunner:

  • Ideation workshop and qualitative evaluation of detailed concepts
  • Segmentation and positioning study Bad Heilbrunner
  • Market Due Diligence Potential Target

Further references


Interest aroused? - Contact us now

Dr Annette Bruce, Managing Director

040 350177-30

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