The Pepsico GNG Division in Chicago (USA) wanted to investigate a new category (vegetables) for the Pepsico Group and test concepts for new innovations. Thanks to the Relevance Tags Methodology it was unnecessary to follow a traditional triple-step path (qualitative study to identify insights + quantitative target approach and U&A + concept test). All necessary knowledge was gathered from a single TAGS Research Study with which Pepsico was able to identify consumer insights, key targets, suitable brands to support new vegetable developments, potential innovation routes and persuasive communication messages.