Consumer-validated and shelf-ready

The client

The Vitalogy Project is a New Zealand-based wellness brand with a world-first approach to brain health and mental wellbeing. Founded by Megan Wilks and Marty Brock, and born from Megan’s own battle with depression, the brand is rooted in a mission to deliver research-backed, nature-based supplements that address the real, underlying causes of stress, cognitive decline and poor sleep.

Their vision is clear: to help people around the world achieve better mental wellness through brain health. That purpose drives The Vitalogy Project’s growing range of products, designed to support the busy, high-functioning individuals often overlooked by conventional solutions.

The challenge

With ambitions to scale into Australia, Megan & Marty had a major opportunity in front of them—and a familiar FMCG challenge.

Retailers told them one SKU wouldn’t cut it. To win shelf space and get ranged, they needed a product range. They already had one highly effective supplement, and large-scale research from Kantar to back it. But what they needed was fast validation of which products to prioritise next - and who best to ask, than their target consumers. 

That’s where Stickybeak came in.

The approach

Using Stickybeak’s NPD Pipeline test, The Vitalogy Project tested four product ideas with Australian women aged 35–54 who had purchased natural supplements in the past six months.

Not only did they get directional data—they got unfiltered, deeply human feedback that shaped the development of two new products. Stress and relaxation emerged as a dominant theme:

“I suffer a lot of stress and could use help with calming my mind and body.”

“I need really good sleep and destress the most.”

The results also made clear the link consumers felt between better sleep and improved daytime function—mood, energy, productivity, even creativity.

“Bad sleep really impacts how I function and I usually struggle to switch off my mind… Good sleep results in better brain function during the day.”

By digging into these verbatim insights, Megan & Marty could align their product development with what consumers truly wanted—and needed.

The result

The feedback gave Megan & Marty the confidence to move forward with two new SKUs, each tailored to real consumer pain points around stress and sleep. Armed with more than a great idea—armed with proof—The Vitalogy Project successfully scaled into Australia and secured ranging in Go Vita stores.

From a single SKU to a shelf-ready range, it was smart NPD backed by consumer truth. And a confident leap into a new market, made a little less risky by Stickybeak.

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🧠 ✨ Hear more about Megan's story (and how you can improve your brain health) over on our blog.

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