It's A Wrap

A specialty foods company has successfully incorporated a product into its line. Critical consumer insights from Beta Research helped the product launch smoothly and impactfully. The food company is well-established with several recognizable brands distributed nationwide. Its growth strategy involves both internal development of new products and acquisition of promising products from smaller, regional companies. Regardless of how a product is added to the line, the right packaging is key to gaining consumer buy-in. What motivates customers to try something new – even when it comes from a name they know and trust?

The Beta Approach

Not surprisingly, the best way to get customer reactions is simply to ask them. Beta Research deployed experienced research teams in shopping centers around the company where our clients' products were already known and popular. The researchers were equipped with samples of the new product, as well as various packaging designs under consideration. Participants in our in-store test were surveyed about colors, fonts and package shapes as they related to the product. They were also asked to consider how likely common key words – such as organic, natural and USDA – would be to draw them to a particular product.


Beta's client gained valuable insight into how it might most successfully introduce its new product. We measured the responses of both the new product's target demographic and the parent brand's loyal customers. Today the product can be found on supermarket and specialty store shelves throughout the United States.


Industry: Consumer products/food

Methodology: In-store testing