Naturelly.
Find out how Vypr data helped Naturelly win a Waitrose listing.


Dean Dempsey
Naturelly Founder
Who Are Naturelly?
Recently voted ‘Best Children’s Snack in Britain’, Naturelly comes in five flavours, and can be found in Waitrose, Sainsbury’s, Boots, and Holland & Barrett. They used Vypr to help with their product development, instrumental for getting them listed in Waitrose, which went live in October 2018.


How Vypr Helped
Vypr determined an appropriate audience split for testing of parents with children under twelve years old. These respondents were targeted with a series of Vypr’s unique “steers” to identify what was really important to parents when choosing a snack, and how Naturelly could optimise their existing product to maximise sales.
They used Vypr in a number of ways:
- Split testing for design of packaging
- Competitor testing: understanding how Naturelly would fare against other SKUs on shelf at different price points
- Consumer research: discovering attitudes towards product claims such as Vitamin C content or natural ingredients
A Successful Outcome
With Vypr data, they showed Waitrose that many people who currently buy a leading competitor would buy Naturelly. They presented data for the switchers, and also how many who don’t currently buy the leading jelly provider would buy Naturelly if it were available.
One of the steers they asked was: “Would you buy this product in this format for yourself?” when testing a natural energy gel for adults. They concluded that adults who are interested in natural gel-like products are likely to buy a similar product for children.
Thanks to the work from Vypr they have now launched Naturelly Juicy Jelly in Waitrose stores. Each pot is made with only 5% fruit sugar, contains only 20 kcal and is made from organic fruit juice.
Naturelly used Vypr at several stages of their NPD process: for testing product messaging, optimising packaging design, and for pricing strategy. The quantitative data generated from real-time responses from consumers made a convincing case to Waitrose for listing the product range.

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
Head of Product Innovation, Waitrose & Partners
What Can You Expect?
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Jonathan Randolf
Product Manager

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