Optimizing for shelf breakthrough and category penetration.
Todd’s Better Snacks delivers high protein and clean ingredients, leveraging egg whites and lentils to appeal to health-conscious consumers. But the existing packaging failed to extend beyond this niche. Feature-first claims, a weak visual identity, and limited shelf impact prevented breakthrough in the competitive snacking category.
We developed a new design platform, optimized claim hierarchy, and distinct brand character. Each element and claim was validated through our stage-gated testing process. The benefit-led repositioning and visual refresh drove a 9-point lift in purchase intent and increased velocity in existing channels.