ABOUT THE CLIENT
Client is a growing player in the Indian FMCG space, with a focus on innovative and better-for-you food products.
APPROACH
Quantitative and Qualitative research
PROBLEM STATEMENT
Client would like to enter the Noodles market and towards this end they have developed few flavours and pack options (2 pack options and 4 product options) which need to be tested among consumers before the launch.
OUR SOLUTIONS
Central Location Test (CLT): Conducted face-to-face interviews in a controlled setting amongst the defined TG – customers of competition brands in Mumbai.
KEY TAKEAWAYS
Certain variants showed higher acceptance, while others had moderate to lower preference.
Pre- and post-consumption measures highlighted flavour, aroma, spiciness, and visual appeal as key drivers.
Packaging and shelf visibility influenced overall appeal, with some packs standing out more than others.
Adjustments in sweetness, saltiness, tanginess, and texture could improve lower-performing variants.
OUTCOME
Clear direction to move forward with the most preferred variant.
Roadmap created for improving other flavors to match consumer expectations.
Insights reinforced positioning as a differentiated, health-forward snacking option.