01
Client context
The company had reduced salt and fat in its snacks and wanted to relaunch them as a healthier range.
02
Business challenge
It needed to know whether the new recipes tasted as good and which claims consumers would believe.
03
Research objective & questions
Confirm product acceptance of the new recipes and select the strongest name and claims.
- Do the reformulated recipes match the current products and competitors on taste?
- Which attributes — crunch, flavour, aftertaste — need improvement?
- Which names and health claims are most appealing and credible?
- Does the healthier positioning change who buys?
04
Methodology & approach
- Home-use product test
- Blind comparison against the current recipe and a competitor.
- Sensory attribute rating
- Detailed liking and intensity scores.
- Name and claims test
- Online test of candidate names and claims.
- Follow-up IDIs
- Exploring reasons behind liking and rejection.
05
Sample & geography
- ~400 home-use testers
- ~800 claims test respondents
- ~16 IDIs
- Geography — India (metro cities)
06
Key findings
- Two of three recipes matched the current product on overall liking.
- One recipe lost on aftertaste and needed further work.
- Simple, specific claims were more credible than broad 'healthy' claims.
- The healthier range appealed to a new, more health-conscious group.
07
Business implications
- Launch with the two winning recipes and rework the third.
- Lead with specific nutrition claims.
- Target health-conscious buyers in communication and channel.
08
Outcome
The company received recipe go/no-go recommendations, a recommended name and a ranked claims list.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.