date:Aug 08, 2014
at purchase rates in the 'Better For You' segment, indicating that consumers, who tried the product loved it, Walkers wanted to increase penetration by getting more consumers to try Sunbites. It was abundantly clear that the packaging was putting off consumers who considered taste alongside health in their food purchases. The product expectation set up by the healthy cues did not reflect the actual product experience, and so we needed to change that.
A fresh proposition
The original packaging