Consumer Food Products: Mis-Targeted Package Design

"Top 10" prepared foods marketer had introduced a new color and themed packaged.  They did no significant research, assumed it was an improvement, and rushed the item to market.  When sales fell 20% in the first 8 weeks of relaunch they panicked, but wisely called upon Just The Facts for help.

Through our "Qual-Quant" process many flaws were uncovered: confusing layout scheme that was lost on the shelf, a nearly identical color mix to a new competitor; brand name had been made much smaller and was lost on the shelf; lack of  "on-pack" cross-promotion ideas for this ingredient item; minimal visibility of the product and the great need for larger window and "quick & easy" menu suggestions.

Just The Facts uncovered these packaging and tactical problems, recommended changes.  The product was re-launched properly and sales immediately improved by 17%, a 42% reversal of initial performance.