Calbee UK.

Find out how Vypr helped Calbee successfully launch a new plant-based snack range, compliant with new HFSS restrictions.

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“We’re delighted to say that as a result of this research, Harvest Snaps is listed in Sainsbury’s, Waitrose, and Ocado, and it’s due to be listed in two more major retailers this year. We continue to use Vypr to help us better inform our plans. It’s been a real pleasure to work with Vypr on such a key launch for our business.”

Helen Robertshaw

Head of Category

Who Are Calbee UK?

Calbee UK, part of the wider global Japanese snack-manufacturer, Calbee Inc., are an innovative, ambitious company, with a vision to create healthier snacks to transform the UK and European bagged-snacks category.

Recent UK legislation to restrict the promotion of food products high in (saturated) fat, salt, and sugar (HFSS), means innovation is needed to ensure continued success amid a changing environment.

Under this new legislation, it was the perfect time for Calbee to launch a new plant-based snack range, Harvest Snaps, that was non-HFSS, and healthier (baked, not fried), without sacrificing on taste, and they needed quick, reliable research to do so.

“The challenge we went to Vypr with was how we could go out to market and test the product, the packaging, the flavours we were launching, and get feedback on whether or not those elements communicated exactly what the product was in a way that was credible to UK consumers”

Neil Gibson, Head of Marketing

How Vypr Helped

Working with the team at Vypr allowed Calbee UK to achieve the quick and robust research they needed, to:

  • Optimise product packaging and marketing messages
  • Decide which product flavours to launch
  • Confirm consumer demand for the product, both in general, and by different retailers shopped at
  • Find out the optimal price point for the brand
Running a variety of Steers on Vypr allowed Calbee to rapidly innovate a top product, compliant with changing legislation.

A Successful Outcome

As a result of the research, the new Harvest Snaps range has been launched in Sainsbury’s, Waitrose, and Ocado, and is due to be listed in two more major retailers in 2022.

Vypr consumer intelligence data revealed that over 80% of major retailer shoppers surveyed said they would likely buy the new Harvest Snaps range. Achieving rapid, reliable, and robust insights on Vypr, including these key propensity to purchase statistics, gave Calbee UK the confidence that their product would perform well on shelves, and also meant they could prove to retailers that their respective shoppers would buy the products once launched.

The range appears to be doing well now launched, and as it falls below the proposed government HFSS restrictions, the product can still be merchandised in promotional display space after the new legislation comes into force.

Vypr Can Help You.

Accelerate your Product Processes

Vypr offers consumer intelligence for decision-making on a wide range of product considerations, leading to…

  • Increased efficiency as you lower costs whilst increasing success rates
  • Faster product to market turnaround as you spend less time in endless decision discussions
  • Which simply means, Better Products Faster
“Vypr has been really helpful in evaluating lots of different things, particularly design and product naming to ensure that we land something that customers can really understand without going into a lot of detail”

Head of Product Innovation, Waitrose & Partners
vypr can help you

Vypr Can Help You

Accelerate your Innovation

Vypr offers consumer intelligence for decision-making on a wide range of product considerations, leading to…
  • Increased efficiency as you lower costs whilst increasing success rates
  • Faster product to market turnaround as you spend less time in endless decision discussions
  • Which simply means, Better Products Faster

“Vypr paid for itself in the first month. For companies looking to develop profitable, more relevant, less costly NPD, Vypr is a superb investment.”

Park Cakes

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