The contract requires Marketing Sciences to work with the fish finger and frozen veg firm in its 11 key European markets, providing a consistent approach to assessing and optimising the potential appeal of new products within Iglo’s innovation pipeline.

Iglo group insights director Hervé Bullot said: “Marketing Sciences has helped us establish effective and consistent MR validation standards across Europe that did not exist 18 months ago at Iglo. Consequently we are now more confident that we constantly improve our NPDs and only launch best-in-class innovation that meets our consumer needs.”