Whisps - Success Case Study

“Whisps - Success Case Study" is part of the publisher's Successes and Failures research. It focuses on the savory snack brand Whisps, which created a new snacking segment out of an already beloved food. The case study delivers crucial "what?", "why?", and "so what?" analysis to impart valuable lessons that can increase the prospects of a successful product launch.

Originally launched in the US as an artisan snack, Whisps are unique in that they are formulated with one main ingredient - cheese. Following a packaging refresh, the brand broadened its ambitions and sought to compete more directly with mainstream cheese snacks such as crisps and crackers.

Scope

• The inclination to choose natural and “real” products has risen since the COVID-19 pandemic, as consumers have become more mindful of the need to make wholesome food choices that nurture their health and support their immune system.
• Primarily driven by its association with weight gain, carbohydrate restriction continues to be the focal point of some of the most popular dietary approaches.
• For savory snack consumers, “good value for money” is most likely to be measured by the quality of the product and ingredients, product versatility, and price.

Reasons to Buy

• Use the publisher's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
• Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
• Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
• Access valuable strategic take-outs to help direct future decision-making and inform new product development.