Getting Seepje’s sustainable detergents fit for German market within 6 weeks


Getting Seepje’s sustainable detergents fit for German market within 6 weeks.

Project Case

ClientSeepje B.V.

Project Duration6 Weeks

Applied ServicesSniff Test, Acceptance Test

Dutch company Seepje is a purpose-driven producer of sustainable detergents. Well established in BeNeLux, Seepje had the opportunity to grow it’s business in Germany. For a year their dishwashing liquids were exclusively sold at organic retailer Alnatura. Now a deal with drugstore giant DM was within reach but Seepje’s product portfolio had a big issue.


One of their two scents was a non-seller in Germany.

Seepje started their expansion to Germany on their own. An exclusive contract with the organic supermarket Alnatura enabled them to put their dishwashing liquid into shelves.

Seepje dish detergents

That year at Alnatura, Seepje’s dishwashing liquids were available with the two fragrances “Erfrischender Limetten Duft” (lime) and “Belebender Zitrus Duft” (grapefruit). While the lime scent was popular, the latter hardly sold. It was time to understand why grapefruit did not sell and to replace it with a more appealing scent to the German consumer.


A sniff test and an acceptance test brought interesting data.

We went to markets and other places where we found our precisely defined target group. More than 260 people took the test and were excited to participate.

Seepje In Market Acceptance Test Stand
seepje In-Market Acceptance Test Sniff Test Participants

Our in-market research was a mix of qualitative interviews on the street and quantitative research in the form of online surveys. Out of the vast data we gathered 20+ key insights.

“Based on the results of the research we were able to exchange a scent. We also gained some interesting thinking points on our other products.”
Gwendolyn von Seepje
Gwendolyn Behnke
Seepje Country Manager Germany

A clear basis for decision making emerged.

The sniff test yielded a clear winner: Cucumber – Aloe Vera and gave the opportunity for Seepje to make the needed decisions regarding their German product portfolio.

Within the acceptance test, the name of the product, the brand name for Germany, the packaging design and labeling were fed back. The data gave clear indications for each matter. Now, Seepje knows what to replace the non-seller with and how to market it.

DM Shopping helped to make the right decisions for Seepje´s continuing journey to the German market. After only 6 weeks of the project, Seepje had clear recommendations for action at hand and was good to go with German drug store DM.

“With we had a strong partner as ‘feet on the ground’ and felt a lot of trust towards their methods and findings.”
Gwendolyn von Seepje
Gwendolyn Behnke
Seepje Country Manager Germany