SunBites innovation packaging
Agency: Ziggurat Brands
Client: PepsiCo UK
Category: Packaging, Branded Food
In 2007, Walkers, the UK's No. 1 crisps and snacks manufacturer1 launched Sunbites, a savoury snack containing a third of your daily recommendation of wholegrain in each portion and 30% lower in fat than standard crisps. This was part of PepsiCo UK's commitment to future profit and growth to be driven by healthier products.
Although it experienced the high repeat purchase rates in the 'Better For You' segment, indicating that the consumers, who tried the product loved it, Walkers wanted to increase penetration by getting more consumers to try Sunbites. Many were not attracted by the packaging that suggested 'healthy', as the product did not took 'tasty'. The product expectation set up by the healthy cues did not reflect the actual product experience.