Optimising a refreshed proposition and design for Calbee’s Yushoi
The challenge
Calbee-owned better-for-you savoury bagged snack brand Yushoi was looking to reposition its pea protein-based bagged snack range to fuel an expanded sell-in to UK grocery retailers.
They needed clear pointers on how to optimise pack design and on-pack messaging, including best flavour variants and compelling health and taste claims.
They asked us to design and deliver a multi-layered online quant test to help them to hone and prioritise their range launch and sell-in strategy.
Our approach
We recruited a sample of 500 respondents from Calbee’s four target audience segments across a representative spread of grocery multiple usage to take part in a comprehensive online survey.
We explored typical better-for-you snacking choices, key health vs. taste motivations and shopping habits to gain a foundational view of the ‘what, when, why and how’ of healthier snacking.
We then explored candidate refreshed Yushoi brand propositions and corresponding pack designs for appeal, stand out and communication on health and taste.
From this we then drilled down to gain a better understanding of optimum elements of on pack claims, design and messaging.
Results delivered
The online survey delivered substantiated insight to inform Calbee’s repositioning and packaging refresh for Yushoi, to fuel a successful expanded retail sell-in strategy.
“MRQual delivered our pack design test promptly and were very helpful. Their checks and insight quality ensured I could use the results with great confidence.”