Kwekkeboom, known as a "mass premium" brand, is continually seeking to innovate its range of oven and airfryer snacks. For the development of five new variants, the team aimed to understand what appeals to consumers and where uncertainties lie. Through two 5hellos sessions with families with children, we gathered concrete and actionable feedback. Insights ranged from preferences in taste and shape to the importance of consumption moments and the visual appeal of the snacks on a sharing platter.
Research set-up
The research consisted of two 5hellos sessions with families with children. Participants answered five targeted questions about the different concepts beforehand.
Outcomes
The sessions revealed that consumers primarily make choices based on familiarity, basic taste preferences (meat or cheese), and occasion. Original concepts were appreciated, provided they suited the snacking moment. Some variants raised questions or doubts due to their shape, filling, or appearance. The results gave Kwekkeboom clear direction on which concepts were strongest and where there were opportunities for improvement.
“It’s so valuable to hear directly why something does or doesn’t work. This really helps us move forward towards retail.” – Arina Abbring Marketing Manager Kwekkeboom Oven & Airfryer
Want to learn more about how 5hellos can help your company Let's talk.
