The Snack Test Revolution

When a major retailer wanted to reinvent its snack range, it turned to Kaboodle to find out what shoppers really think about “healthy” snacking. Over several weeks, hundreds of participants took part in taste tests, packaging trials, and online focus groups. The results helped reframe how brands understand health, indulgence, and authenticity.

For most people, the ideal snack sits somewhere between pleasure and principle. Participants told us they want treats that feel good without the guilt. Words like natural, real, and balanced resonated more strongly than low-fat claims or calorie counting. In side-by-side tests, snacks marketed around positivity and transparency performed 40% better in preference scoring than those using restrictive or guilt-driven messaging.

Packaging turned out to be equally influential. Shoppers preferred designs that looked straightforward and honest, with fewer marketing buzzwords and clearer nutritional labels. Many associated overly polished visuals with artificiality. Texture and mouthfeel also played a bigger role than expected, with participants describing them as key to the emotional experience of snacking.

These insights led the retailer to rework its product language, simplify its packaging, and shift its brand tone toward enjoyment and balance rather than restraint. Sales during the test phase exceeded expectations, and consumer satisfaction scores improved by 23%.

The study showed how powerful consumer-led insight can be. When brands take the time to listen to real people, the result isn’t just better products — it’s a more honest connection between brand and buyer.