Nottingham Spirk collaborated with Reynolds to develop a product that adds value to what some of us look at as a commodity product. Through in-depth consumer insights, we uncovered that people like parchment paper because it does not stick to their food. But they also like how aluminum foil wraps closely to the pan. By combining the two, we were able to develop a product that meets both needs, while creating a whole new usage for Reynolds Foil.

Unmet Needs = Opportunity in Disguise

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