Exploring Drivers to Snacking

Challenge

Helping a snack company explore the psychological, behavioral and physical challenges associated with making positive healthy snack choices in moments driven by indulgence.

Most people can relate with the experience of being hungry for a tasty snack but not always reaching for the healthiest option. In this project, we set out to help our client, a leading snack brand, understand the barriers people face in adopting new healthy eating habits and how to successfully overcome temptation. The goal was to build a roadmap for exploration and product innovation that addresses these barriers, to identify opportunities for the brand.

Approach

In order to answer these objectives, we went straight to the experts… conducting a series of interviews with those who specialize in nutrition, psychology, addiction, eating disorders, and health and fitness. The purpose of these sessions was to get past surface level discussion to deeply understand the emotional, behavioral, and physiological barriers people face in creating new healthy eating habits.

Outcome

We delivered a 10 min beautifully produced film that brought to life the 5 key challenges people face to eating healthier snacks, which served as a provocation for our clients internal consumer strategy session.