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24 Sep 2019 -

Discover our extraordinary work for Mitsuba

This month Menken Orlando (a leading snacks manufacturer) is launching Mitsuba in a number of European markets and we are really thrilled by the result of all of the work we’ve done in the past year.

Mitsuba is a new brand of extraordinary snacks, inspired by real Asian Flavours and crunchy textures (mitsubasnacks.com) Each of the 8 variants is inspired by the spices & herbs you can discover across Asia. You have to try them!


Our process was a fast track, insight-led set-up, that involved key European markets and the main internal and external stakeholders:

  • Our insights platform BL*CAMPFIRE helped us to grasp the Asian snacks market, engaging into online conversations with consumers in the UK, Germany and France.
  • through a series of working sessions we then co-created the brand from A to Z, including the positioning, design direction, route to market and range.
  • The BL Design Thinking approach helped to develop the brand from A to Z in a record time of less than half a year

“Using the BL Design Thinking approach and the great support of the team, we were able to develop the Brand Positioning in a very short time. The BL team helped us to gain insights and develop these into a strong and appealing Asian Snacks Branded concept. So far we’ve had a lot of positive reactions on the new brand and we’re confident that we have a good base to go live later this month, thanks to the BL team & all concerning stakeholders.”   

– Milou de Sain, European Brand Manager Mitsuba

For more information on BL*CAMPFIRE or our Design thinking approach contact Maurice Palmen

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