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Frito-Lay SunChips Case Study: When Sustainable Packaging Conflicts With Consumers' Sensory Needs
Datamonitor, Jan 2011, Pages: 15
Introduction
Savory snack giant Frito-Lay re-launched its popular SunChips healthier-snacking range in the US and Canada in plant-based, 100%-compostable packaging—but the noise created when the product was used led to a significant consumer backlash. As a result, the company has reverted to conventional packaging for most of its SunChips lines in the US, although retained the compostable packaging in Canada
Features and benefits
- A detailed evaluation of how Frito-Lay re-launched its popular SunChips range in the US and Canada in plant-based, 100%-compostable packaging
- Stimulate ideation and invigorate brands by learning from industry leading examples with supporting consumer, product and market insight data
- Enhance your market positioning and concept development efforts. In doing so, reduce new product launch risk and increase the chances of success
Highlights
- With sustainable packaging design still not a mature industry, there is a greater risk that new products will have unexpected traits that lead to a negative consumer experience than in product areas that are more tried and tested
- The tagline for SunChips focused on the concept of 'compostability' to the exclusion of the sustainable, plant-based nature of the new packaging. With few consumers regularly composting and with the industry not yet mature, it is likely that the environmental benefits were not as well understood as they might have been for a broader campaign
Your key questions answered
- Why did the new, more sustainable SunChips packaging fail when consumers express ever more interest in environmentally friendly packaging?
- How interested in sustainable packaging are consumers and what are the implications for the packaged goods industry?
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