365 Sandwich Cookies
Predicting Private Label Design Performance via Image Recognition
Whole Foods is in the midst of a packaging refresh across their portfolio of products.
Behaviorally tested the new sandwich cookie design to assess if their new system is making the splash they intended.
- Flash.AI™ revealed that the pack design delivers strong perceptions in terms of taste, value, and superiority. The strong visual and variant copy also aids shop-ability.
- From a shelf perspective, Visibility and Speed are barriers to overcome due to the white packaging and small presence on-shelf.
- Lack of trust, quality and personal relevance create challenges for the brand in hand – likely also due to the white packaging and recessive branding which screams ‘generic’.
365 is likely to be overlooked on-shelf in favor of brands with stronger visibility.
However, when seen, the strength of the cookie visual with the stronger value perceptions could persuade the shopper due to its lower price point.
Major brands need to continue to instill their strong POD and trust/quality credentials to overcome the private label challenge.
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