Rethinking Snack Foods

Situation

A food company was seeking to revamp its line of trail mixes for better retail sell-through.

Engagement

We conducted focus groups to understand the emotional connections people have with snacking and their experiences with snack brands, and partnered with our client to develop a number of positioning ideas and improvements in product and packaging. These ideas and the audience’s purchase motivations were then evaluated through an online survey.

Results

This work led to revisions in product naming, packaging, sizing, product lineup, ingredient mix and brand messaging. Our client rapidly sold this new product into retailers who saw it as filling an important niche that they hadn’t known existed.