Kettle Foods – Enter New Categories

After the success of their Ridge Crisps range extension in 2010, Kettle Foods wished to extend the KETTLE® range further and enter a new category – tortillas. Product development research was required to assess the individual flavours, identify the perfect flavour names and provide feedback on 3 possible pack designs.

A successful launch in 2012

Using our online PACKMASTER approach, 600 respondents appraised 1 of 3 pack designs.

Another 200 respondents trialled 1 bag of each flavour in-home over a period of 2½ weeks, completing a self-completion questionnaire at time of trial, with a short naming exercise for each flavour. This meant respondents ate the tortillas in a realistic situation and gave instant feedback.

The products were very well received & the research identified only a few small development requirements. The name research established the best one for each flavour & 1 pack route came through strongly & needed very little tweaking.

Launched in June 2012, they have already caused a stir and we are proud to have worked on yet another success from Kettle Foods.

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Marketing Sciences Unlimited has evolved into Walnut Unlimited: The human understanding agency. At the heart of our proposition is a single concept – human understanding –underpinned with no-nonsense science to generate purposeful insights.

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