We began work researching launching a new flavour around a year ago. First of all, we ran a taste test with various flavours to see how people who had never tried Symprove before ranked them. This included some new flavours as well as our existing Strawberry flavour. We were pleased to see that Strawberry ranked at the top (phew), and Pineapple came in second. Banana and Apple flavour ranked the lowest. Some of the feedback mentioned that people would enjoy a slightly sweeter taste. There were some interesting ideas about other flavours we could try, including Chocolate, but we can safely say that this one never made it off the drawing board!
Our next test gave us further insight into what flavours people would like to try. This was a survey-based test with a large number of people which uses some algorithms in the back end (don’t ask me to explain that part) to understand what the best mix of flavours across our range should be. Here, we asked people about 20 different flavours which included orange, yuzu, rhubarb, cherry, elderflower, blueberry and combinations such as green tea & ginger and raspberry & lemon. We were pleased to see that Pineapple came out at the top here too and that helped to cement our decision. It was then time to get it into production, run the necessary tests in our lab on stability and shelf-life and then create a plan for launch. All systems go!
Why flavour matters at Symprove
Symprove are unusual in the market for even having a flavour, as obviously things like tablets can’t. We also know from our research and from talking to customers that people find a habit easier to stick to if they enjoy it. As you take Symprove daily, liking your flavour is even more important.
The science behind your habits
What we know from behavioural science is that establishing a new habit can be tricky. We all need a little help to stick to new routines. So what does science tell us about how to embed a habit into a routine?
Start small and keep it going
The best way is to start small and manageable. No one ever ran a marathon on the first run. Consistency is also key, committing mentally to repeating this habit at the same time every day will help it to stick.
The power of the morning
A morning habit is a particularly important one, as it sets the tone for the rest of the day. So many customers tell us that taking Symprove means they know that they have started their day off on a positive front, and it often helps them to make other positive habits part of their day too. This is backed up by the science, which tells us that in the morning:
- Our brains are in a state of heightened plasticity, which make them more receptive to new routines.
- Your prefrontal cortex is at its strongest, meaning your ability to exercise self-control and make decisions is at its strongest.
- Your cortisol levels peak. Whilst cortisol is most often linked to stress, it is also linked to alertness and memory, again helping to solidify that habit.
The keystone habit effect
To support what our customers tell us, research has also found that habits formed in the morning have an impact on the rest of the day and make it easier to stick to other positive habits later on. This is known as the ‘Keystone Habit Effect’ where a foundational habit (ie taking your Symprove) triggers other positive behaviours. You’re also less likely to have been distracted by the pressures of the day first thing in the morning.
One thing that also really resonated with me is a theory by Roy Baumeister called the ‘ego depletion’ theory. This suggests that willpower is a finite resource that gets less throughout the day. I think this is another great reason why mornings are such a powerful time to stack positive habits whilst your willpower is at its highest.
The habit loop
According to Charles Duhigg’s ‘habit loop’ theory having consistent cues really help to make a habit automatic. There are three elements to this theory.
- The trigger. This sets the scene for the habit and helps you to remember. It can be a place, a time or an emotion, or another action. In our case, the fridge is a definite trigger, with it being a place that almost all of us need to head to first thing in the morning for food and drink. Plus the time of day, ie the morning is also one of the important triggers.
- The routine or behaviour. This is the actual behaviour that follows the trigger. In our case, taking Symprove.
- The reward. These can be tangible or intangible. Taking your Symprove gives you a mental ‘reward’, a big tick in your day and a dopamine hit that helps to cement the habit.
Repeating this loop day in day out means you start to do this habit with barely any thought at all.
Time to try?
If you’re just starting out with Symprove, we hope that you might try our new Pineapple flavour, but we also hope all our four flavours give you some tempting options to help you establish that foundational habit. If you’re already used to the routine of Symprove in your day, why not try our new Pineapple flavour to add a little newness to your habit.
Join us as we uncover how you can feel your best inside and out this summer.
