Development of Product Improvement for BRAUN Red Fruitsand Almond Bread Using the Design Thinking Methodology

Abstract

This project is part of the research line on global competitiveness and stems from the initiative “Innovative Strategies in Influencer Marke-
ting: Development and Application to Boost Business Competitive-
ness.” This paper analyzes the improvement of BRAUN bread with red fruits and almonds using the Design Thinking methodology, ai-
ming to enhance product quality and elevate the consumer experience.

A user-centered approach guided the application of the five stages of
the process: empathy, problem definition, ideation, prototyping, and testing. Interviews and surveys were conducted with consumers, identifying and categorizing key issues with the product—such as flavor, texture, ingredients, presentation, and price—and generating solutions through brainstorming sessions with a multidisciplinary team.

As a result, new recipe prototypes were developed by the Quality, In-
novation, and Development team at Grupo Bimbo, offering technical insight into necessary improvements. These prototypes were evalua-
ted by a group of consumers (company employees), who provided feedback on flavor, texture, appearance, and overall satisfaction. The study enabled the formulation of a product improvement proposal based on the findings, contributing to food innovation through a structured, user-focused process.