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 research
PROBLEM STATEMENT
Client wanted to evaluate new chip variants across multiple flavor categories, benchmark them against current products, and identify which test options could perform better on taste, appeal, and uniqueness.
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
In several categories, test products performed at par or marginally ahead of current products.
Strong performance was noted for certain test flavors on parameters like balanced seasoning, crunch, and mouthfeel.
Unique masala profiles and balanced spiciness/saltiness drove consumer preference in some test products.
A few categories showed no major difference between current and test products, while some test options were rated lower.
Texture and first-bite experience were highlighted as strengths.
OUTCOME
Clear direction to move forward with stronger test variants that showed higher preference.
Action plan defined to refine weaker test options with adjustments in flavor balance and seasoning.
Consumer verbatims provided deeper flavor insights to guide recipe fine-tuning.
Findings strengthened the client’s ability to identify winning chip variants for further development.