The applicant is a producer and manufacturer of cereals in Victoria. The company’s business plan is to increase its brand position as a health food company, and wants to increase the nutrition density in its cereals.
The company is aware that some Australians are lacking in Vitamin B12 and magnesium. Adding this to cereals, could increase demand and improve their products’ Health Star Rating.
Under an early stage feasibility and testing voucher, the business works with an Innovation Consultant to stress-test the idea, assess possibilities and determine how the business may work with an R&D provider for potential commercialisation.