How Norac Foods de-risked a packaging redesign project

Challenge

Norac Foods wanted to breathe new life into its Whaoo! range of filled crepes by updating the packaging to increase the appeal to parents and kids.

The aim was to improve visibility of the pack on shelf, and give it a fresh, disruptive look showcasing the exciting cast of characters and friends that would appeal strongly to our target consumers. We also wanted to ensure the information was concise on the front of the pack, and easy to navigate to enable quick purchase decisions.

Catalina Strugaru, Senior Product Development Manager, Norac Foods

Solution

With a new-look packaging design ready to go, Norac Foods used Attest to get feedback from parents who had purchased filled crepes in the last 12 months, and would consider buying Whaoo!. 

They showed the survey respondents the packaging design and asked them to what extent they liked or disliked it, before digging into their first impressions using open text responses. They then asked the respondents to what extent they agreed or disagreed with statements about the packaging, such as “it feels joyful” and “my kids will be excited to receive this”.

Norac Foods were also able to test what impact the new packaging would have on consumption occasions, with ‘after school’ being the top occasion. A number of other snacking occasions ranked highly, highlighting new opportunities.

We used the Attest survey to validate the design acceptance between crepes shoppers and check if targets set at the start of redesign work were achieved. The initial results seemed to suggest the new design would attract new crepes buyers, and the second most mentioned occasion was ‘breakfast’.