Page 47 - MMR Premium - The Guide

T he sceptical lens take kettle chips...

of the consumer
Consumers acknowledge the

is more prevalent immediate affirmation of
superiority when they open
the bag and are hit by a
than ever before flavoursome aroma.

Inside the satsfyingly thick bag
they discover unbroken, bigger,
thicker crisps. The product
experience incorporates a
There is a rising tide of suspicion that brands superior crunch, which lasts
longer compared to other crisps.
are seeking to deceive in some way. “They’re not little broken crumbs
and you can see the flavour on

This means that consumers are steadily each crisp. The crunch is
assertive and you can feel every
placing more value on honesty - and are bite. They don’t just melt in your
willing to pay more for products that deliver mouth like generic, cheaper
crisps do.”
something tangibly superior. - Jack, 33

For brands to thrive in a Premium space,
we can no longer rely on marketing
gloss. Whilst great packaging will get
you noticed, it is the product that really
talks. Discovering the power of your
sensory assets to signal something
tangibly superior is becoming more Shreeya Patel
and more important. “ Research Manager, MMR