Helping people choose smaller treat portions more often
A confectionery company wanted more people to choose its smaller portions more often, without taking from the rest of its range. We built growth routes from more than thirty of its own studies, a review of the category and a semiotic reading.
- Client
- Confectionery company
- Industry
- Snacks
- Kind of work
- Packaging and claims
- Our role
- Desk research and semiotics on the company’s existing evidence, for its smaller portions
The question
The company wanted more people to choose the smaller portions of its treats more often, without taking anything away from the rest of its range.
It wanted routes that were commercial and practical, which it could act on through its packs, its claims and its communication.
Our approach
We started from what the company already knew: more than thirty of its own studies and documents, read together before looking for anything new.
We then added what the archive couldn’t supply: how the category and its neighbors talk about portions on pack and in communication, what shoppers see in store, and a light semiotic reading of the codes that are fading, current and emerging.
A final working session with the company’s team shaped the evidence into routes.
What the team came away with
A prioritized set of growth routes for its smaller portions, each one something the company could do through its packs, claims or communication, with next steps for developing them with consumers.
Related work
View packaging and claims case studies- What we do
- Concept testing and portfolio prioritization
- The thinking behind this
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