Business Critical Issue

Hu Kitchen has been known for its original chocolate bars, made with only simple clean ingredients. The brand sought to develop a new range of individually wrapped Dark Chocolate Bites to expand to a wider audience and increase brand usage occasions.

The new Chocolate Bites products needed to balance its core equity while pushing trial in a much more vibrant sub-category and delivery in a new pack format.

Behaviorally Solution

The team leveraged Behaviorally’s PackFlash™ validation with Stories voice of the consumer deep dives to determine which of several design options would be most successful in:

• Captivating consumers at shelf
• Accurately conveying the new product type while staying true to the brand’s clean and simple ingredient equity
• Driving purchases within a busy shelf set

Growth Outcomes

Through Behaviorally’s 4S Framework for Packaging Success, the Hu brand team selected a pack design with confidence that would support the successful launch of their new Chocolate Bites product line.

The Chocolate Bites line has been a tremendous success, activating new users and occasions.

The design also earned a PackPower Award for top new product innovation.

“We’re thrilled with the launch. Consumer reaction has been incredible, and our velocities are even better than we expected!”  

- Hu Marketing Team