Impact of claims on natural products packaging

Opportunity:

An emerging natural products brand was putting significant investment into producing their product so they could deliver a “good source of ingredient” claim on the front of package. Given the expense of bringing the formulation up to specific standards, the brand wanted to understand the impact of the claim on purchase.

Approach:

Linkage designed a large-scale internet study to test the package with and without this claim with the consumer target. The data collected included purchase interest, open-ended likes/dislikes, and a highlighter tool to paint areas of the packaging that were appealing.

Impact:

The research determined purchase interest was the same with and without the claim. The client has since removed the claim, recognized significant cost-savings, and had no loss on topline growth.