FrieslandCampina

FrieslandCampina needed to introduce a new cheese product for children on the Chinese market. The challenge was to define both the packaging and the product format, creating a snack that could feel appealing to children while meeting parents’ expectations around hygiene, portioning and ease of use.

The product had to work as a daily snack: playful enough for young consumers, practical enough for parents, and clear enough to support a new product launch in a competitive retail context.

The project started from the relationship between product shape, eating behaviour and parent perception.

We explored how children would hold, open and consume the product, and how the packaging could make the experience cleaner, easier and more intuitive. The cheese format was developed to recall familiar snacks and simple traditional games, giving children an immediate point of connection while making the product feel approachable and fun.

Focus groups with mothers and children helped validate key decisions around product shape, usability, packaging structure and market positioning. These sessions informed the development process, allowing the concept to balance child appeal with parental reassurance.

The final proposal shaped the cheese snack as a playful, easy-to-handle product designed for everyday consumption.

The packaging supported easy opening, portion control and mess-free eating, making the product more suitable for children’s routines at home, at school or on the go. The combination of product design, packaging and consumer research helped define a more complete snack experience, from first visual appeal to practical use.

The project gave FrieslandCampina a child-friendly product concept grounded in real user behaviour and tailored to the expectations of the Chinese market.