The business problem:
EatSmart was among the very first brands in the natural snacking space. As the category grew, a torrent of competitors arrived.
In the early years for the brand, simply being ‘natural’ was enough to drive sustained growth. However, as the category matured, ‘natural’ was no longer a point of difference, and the brand was declining year-over-year.
As the brand faced extinction via imminent de-listing, the team asked us to take a last shot at creating newfound relevance.
By profiling the true ‘WHY’ behind snack consumption, we guided a new strategy, centered around the true motivations of consumer behavior (and contrary to what consumers in traditional research reported) dubbed “the bold flavors of nature.”
Our heuristics expertise guided a dramatic re-design of everything from the logo, to the pack, to digital activation.
In year-1 after re-launch, the brand went from decline to +16% sales growth.