Going Deeper: Testing the Most Intriguing Innovations of the Week
Every week, I come across something that stops me mid-scroll; a wild new product, a surprising brand extension, a bold redesign. Some come from scrappy startups. Others from global giants trying something unexpected. (Birkenstock launching a skincare line? Still thinking about that one.)
I call these my “Innovations of the Week”! And starting now, we’re taking a closer look.
Every two weeks, we’ll select a mixed handful of these innovations and run them through System1’s Test Your Innovation tool; our platform for quickly and predictively measuring how real people respond to new ideas.
Here’s why I’m eager to explore deeper:
It’s Not Just About What’s New — It’s About What Works
Innovation today isn’t limited to brand-new products. It includes:
- Big brands jumping into unfamiliar territory
- Packaging redesigns that aim to drive sustainability or shelf appeal
- Functional upgrades that reframe old categories
- Cultural pivots that signal something new about the brand itself
We’ll be testing across that full spectrum. Some innovations will feel breakthrough. Others, more subtle. But each one raises the same question: how will real people respond?
Why Test Your Innovation?
We built Test Your Innovation to give brands and founders a way to test ideas early and fast (but with rigour and in-market sales predictability). In just a few days, we can tell you how your concept performs on key metrics like:
- Predicted short-term sales uplift
- Long-term brand-building potential
- Emotional response and cultural relevance
Our First Look
When I first read about the Marmite & Caramel Sauce from Marks & Spencer, I’ll admit I was half-excited, after all, I am a proper Marmite fanboy (I literally collect every limited-edition pack and have been given on multiple occasions personalised packs as gifts from friends and family). The cleverness of pairing that salty-yeasty umami with sweet caramel had promise. But spoiler alert: unsurprisingly (to me, at least), this one scored low. Why? Because while I happily scoop Marmite on toast, the idea of combining it with a sugary sauce is a bridge too far; sweets are just not my thing. In short: the concept was bold; the execution (for my palate) was a mismatch. And as a Marmite-lover who avoids sweets, the mismatched flavour profile felt like trying to get me to go to the opera when what I really want is a trip to The Emirates to watch my beloved Arsenal. Combine this with Marmites existing polarisation and the 1 star is not surprising.
In contrast, the top score was the collaboration between Baileys and Terry’s Chocolate Orange. Here, two icons came together and, rather than testing a provocative mash-up, delivered a flavour match that feels comfortable and appealing. The chocolate-orange nostalgia + creaminess + brand equity all pulled in the right direction.
Finally, we also flagged the collaboration between Guinness and Finnebrogue which extended the stout brand into bacon and sausage SKUs. What’s interesting: it shows the breadth of interpretation when iconic British brands get creative.
In sum: the Marmite/caramel sauce may have been a bridge too far (for me), but the Baileys × Terry’s and Guinness × Finnebrogue innovations point to something clear; when British heritage brands collaborate in thoughtful, flavour-appropriate ways, you get standout innovation. The key is alignment: the right brands, the right category crossover, and a flavour story that feels credible
What To Expect From Now On
We’ll share topline learnings every few weeks — what stood out, what surprised us, and what it could mean for marketers, founders, and innovators navigating today’s rapidly shifting landscape.
Got an innovation you want to test?
Let’s keep asking questions. Let’s keep getting smarter.