I’m a creative thought provoker with a natural knack for leading cross-functional teams with passion, dedication, and relentlessness.
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I’m a creative thought provoker with a natural knack for leading cross-functional teams with passion, dedication, and relentlessness.
About
Resume
Contact
Background:
Absurd Snacks is a Richmond based brand, founded in 2022 by University of Richmond marketing students, that specializes in high protein, low sugar trail mixes that are top 9 allergen free. Since the relaunch of their product line of “Munchy Crunchy Trail Mix,” Absurd Snacks has had concerns with the effectiveness of their product descriptor. Consumers with top 9 food allergies tend to overlook their products due to the trail mix label. This proposal aims to address this by assessing the effectiveness of their products branding and understanding consumer attitudes and behaviors.
Research Objectives:
Assess if “trail mix” accurately describes their product or if other descriptors are more fitting.
Understand what the packaging of the product is communicating to consumers.
Determine if “Munchy Crunchy” enhances or distracts from the value proposition of being allergen-free.
Methodology:
Consumer Survey
Collect information on their snack purchasing habits as well as words and grocery store aisles they avoid.
Blind Taste Test
Analyze the sensory evaluation data, looking for differences in preferences and perceptions among participants with and without allergies.
Focus Groups
Explore perceptions of the term "trail mix" and test alternative descriptors.
Insights:
- “Trail Mix” is a nut red flag. Without the trail mix name, the product doesn't register as trail mix.
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Placing a descriptor in front of a well established food category does not change perceptions of that product.
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Consumers want the package to clearly state what is in the product versus what is not in the product.
Implications:
- Consider a product category name change to better align with consumers expectations and avoid misconceptions of the product.
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Keep Munchy Crunchy as a descriptor on the package and consider making it more of a focal point.
- Consider placing a heavier focus on the ingredients and adjusting the mascot for a clearer representation of the ingredients.
Response to Proposal
Primary + Market Research
Discussion Guides + Facilitation