SOL.
Design, test and validate a snack portfolio concept focused on a high fibre proposition. Identify if it has enough appeal to build a brand and product range around.
Scope
Client
Duration
Year
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Hypothesis
(01)
Modern diets significantly lack the amount of fibre the human body requires on a daily basis. There is an opportunity to use this insight to develop a fibre rich range of snacks that helps people increase their daily fibre intake, improving the nation's health and building a large scale snack brand.
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Minimum Viable Brand
(02)
For the process to deliver real results it’s important that the proposition is as believable as possible. To achieve this we created a brand name, positioning, identity, packaging mock ups, social ads and a landing page.
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Testing Strategy
(03)
We created a small portfolio of three products to test the hypothesis. In addition to A/B testing each product we will test a Portfolio ad set to capture data around individual product performance vs portfolio performance. The landing page features a ‘Buy Now’ CTA which leads to a ‘Sign up for launch’ form. Whilst not our primary objective for this test, it will provide insight into purchase intent.
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Test Phase 1
(04)
Synthetic Audience Testing
We created an artificial society grounded in our primary audience demographic: Health-aware, time-poor urban professionals aged 25–40 who want to make better food choices but need snacking to do the work for them. Using this artificial society of 250 people we tested our brand, product and value proposition messaging. At this stage we test multiple copy executions for each value proposition to identify which are strongest.
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Test Phase 2
(05)
Consumer Interviews
Taking our learnings from the first phase, we interviewed fifty potential customers who fit our primary demographic. We learned that the primary benefit of high fibre had strong appeal but that Crunch’s savoury taste wasn’t resonating - customers expected a sweet breakfast offer rather than a savoury snack.
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Test Phase 3
(06)
Behavioural Testing
In this phase we launched our product range with a series of ads on social media that drive to a simple landing page. Measuring each consumer journey we are able to identify the ads and messaging that resonate the most with our target audience. Calculating an understanding of CAC, CTR and CVR, amongst other data, we are able to analyse our results against industry benchmarks and assign a level of appeal with real data, from real people.
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Landing Page
(07)
The SOL landing page featured each product in it's own section with a dedicated 'Buy Now' button for each. This enabled us to measure purchase intent by product. When clicked the user sees a pop-up box that states we're launching soon and requests they sign up to receive launch offers and promotions.
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Results
(08)
The Launch Readiness index is our scoring system that measures the impact of each phase of the process, providing each concept test with a weighted combined score between 0–100. This score provides a clear, data-backed business case on the potential of the concept if it were to launch.
Recomendations
There are strong signals that the fibre deficit product benefit has potential to build a range of snacks around. SOL Press is the lead product. SOL Crunch’s flavour is misunderstood and doesn’t meet the occasion. Launch the Press and Bites targeting a post-gym audience for both lunch and snack occasions in an office setting. Gain traction with this core then expand with a sweet variation of Crunch. Continue to refine as other market signals emerge.
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