In early 2015, Central Lechera Asturiana reached out to Lantern and asked us to investigate opportunities for designing new products and services that would expand the company’s business in the adult segment. We contemplated this challenge from various perspectives, breaking down and analyzing through ethnographic investigation with consumers, expert interviews and analysis of key trends. Three key unmet needs emerged as most relevant for this segment: first, what we’ve called the 'ounce of dark chocolate syndrome,’ second, consumers' demand for new and surprising flavors, and finally, the search for increasingly natural products. These needs became guiding principles while creating a fleet of new product and service concepts that would enable growth for the brand in both the short and medium term. Among the ideas we proposed to be launched in the short term, we identified a clear opportunity to build and lead a new category in the area of ‘adult milkshakes’, with healthier and more natural recipes that resonated with the DNA of Central Lechera Asturiana’s brand. The majority of dairy-based drink alternatives that responded to consumers' search for indulgence and richness were positioned as juvenile, while ready to drink dairy products in the refrigerated aisle were growing at double digits annually.