Soupergirl Drives 5% Sales Growth with Packaging Refresh

Immediate pain: Soupergirl’s pre-made soup packaging wasn’t strong enough to achieve shelf standout in mainstream retail — threatening the success of a planned retail expansion.

As a growing CPG brand in the vegan/kosher soup category, Soupergirl faced the urgent need to understand and convert a largely millennial-female audience but lacked clarity on the consumer path-to-purchase and online shopping journeys. The trigger for research was explicit: before pursuing distribution in larger retailers, the team needed evidence that packaging and digital experiences would drive visibility, loyalty, and sales.

Stakes were high — weaker packaging and unclear ecommerce flows risked higher site bounce rates, reduced shelf visibility, and missed distribution opportunities. The core problem we set out to solve: how can Soupergirl optimize packaging and the digital path-to-purchase, informed by focused market research (MRS), to increase shelf standout, lower bounce, and secure placement in mainstream retail?

Key differentiator: Behaviorally applied Pack.AI™ to screen initial pack designs and surface visual-equity opportunities for the design brief.

1. First — used Pack.AI™ behaviorally to evaluate initial packaging concepts and identify opportunities to strengthen visual equities for the design brief (packaging design, visual identity, shelf impact).
2. Then — ran TransactionPath™ to analyze website trends and benchmark Soupergirl against similar soup sites (website analytics, competitive benchmarking, path-to-purchase).
3. Finally — synthesized design and commerce insights to illuminate path-to-purchase behavior and retention opportunities and to inform next design and marketing steps.

Our involvement vs. client’s: Our team applied Pack.AI™ and TransactionPath™ and produced the insights; the client’s specific role or inputs were not specified in the source.

Timeline & technologies: Implementation timing was not provided. Technologies/methodologies used: Pack.AI™ (behavioral pack screening), TransactionPath™ (transaction and site-path analysis), comparative benchmarking, and path-to-purchase & retention analysis.

5% sales growth following the refreshed packaging launch.

1. Audience loyalty: over 90%
2. Mobile-first shopping behavior for soup
3. Demographic: predominantly millennial women
4. Traffic trends: growth in monthly visits and session duration over three years

Pack.AI™ delivered concrete creative recommendations (more prominent branding, ingredient visuals, a unifying portfolio color) while TransactionPath™ uncovered high loyalty and a mobile-first audience — insights that directly informed the packaging update and translated to measurable commercial uplift and improved shelf standout. For decision-makers, these outcomes mean higher revenue, stronger target resonance, and clearer priorities for retention investment to reduce bounce rates.

Social proof: the client reported improved resonance with the target demographic and increased visibility and loyalty after the launch.

Forward-looking: these shopper and transaction insights enable faster iteration on creative and packaging, support scalable rollouts across SKUs, and help drive greater ROI through targeted investments.

Keywords: shopper insights savings, mobile survey turnaround time

FAQ

How quickly were results delivered? Outcomes were observed after the packaging launch; behavioral trends were analyzed over a three-year period.