*Lego Bites was created for a group university project in 2021 as part of my 'Innovation and Entrepreneurship' module. We were tasked with using blue ocean strategy to ideate a novel product, in line with an existing firm of choice.
*Note: Lego were not engaged in any consultancy or collaborative capacity with this project and the outcome is in no way endorsed by them. Any publicity is limited to personal and academic use.
The proposed venture introduces edible, mini Lego sets, made from a cereal bar interior. This exploits two critical areas of demand: healthy eating, using gamification to encourage children to choose a healthier snack; and sustainability, eliminating plastic waste by replacing Polybag sets with edible alternatives.
The concept was further expanded to tap into the mobile games market. Each packet contains a redeemable code, importing the model into 'Lego Bites Builder'. This addressed concerns that the Bites would lose out on Lego's longevity and replayability; and replaces in-game micro-transactions with real-life codes, which promotes repeat purchasing.