What needed to change
An international food company wanted to revamp its indulgent categories as health awareness changed what consumers expected from everyday treats.
Better-For-You Indulgence
Helping an international food company reconcile two desires consumers refuse to choose between: pleasure and wellbeing.
How we found the answer
- Mapped health and wellness trends across the relevant markets.
- Compared successful and unsuccessful attempts to combine health with indulgence.
- Examined how claims, ingredients and communications needed to change by category.
Research with somewhere to go
The company developed a portfolio of indulgent products with a better-for-you position tailored to each category—from ingredient-led chocolate claims to functional dairy and reduction claims for children’s beverages.