A survey that questioned 115 consumers found Pink Lady was the favoured snack, beating crisps, chocolate and celery
Branded apple Pink Lady has beaten off competition from celery, carrots and milk chocolate to become the nation’s top snack, according to a new consumer survey.
Conducted by Pink Lady brand manager Coregeo, the survey asked 115 consumers to rate snacks for taste, satisfaction, emotion and sensory attributes by either choosing a number on a nine-point scale, or selecting from a list of words that best described their reaction. This was dubbed the ‘Scale of Snackisfaction’ and analysed for qualitative consumer feedback on the different snacking options.
Pink Lady was rated top among consumers, followed by carrots and celery. Other snacks tested were milk chocolate, a shortbread finger, unsalted mixed nuts and crinkle cut ready salted crisps.
The survey forms part of the wider ‘Snackisfaction’ campaign, run by marketing agency MCG on behalf of Coregeo, which aims to position Pink Lady as the snack of choice. It was launched in April following a study from Leatherhead Food Research that demonstrated how subjective emotions such as guilt or excitement can influence the satisfaction rating of a sensory experience.
Other activity has included a ‘Tweet to eat’ roadshow and experiential marketing concept, where consumers could tweet the hashtag #snackisfaction to receive a Pink Lady by post.
During the campaign, 80,000 Pink Lady apples were distributed, coverage generated over 345,500 engagement opportunities on social media and Twitter activity rose by 11 per cent, Coregeo said.
Along with continuous investment in quality control and standards, this targeted consumer marketing has led to Pink Lady seeing a nine per cent year to date growth.
Michelle Toft, Coregeo chief marketing officer, said: “It’s no surprise to us that the Snackisfaction campaign was a huge hit with consumers because Pink Lady is fast becoming the fresh-fruit snacking favourite for the growing number of consumers who recognise its uniquely satisfying combination of taste, texture and refreshing nutritional qualities.
“In fact Pink Lady excelled in terms of tastiness and appearance and overall was more snackisfying than other types of snacks, showing that it’s a serious contender as a satisfying snack.”