Case Study: The Gut Stuff achieves stronger purchase intent and validated gut-health appeal with Greenbook’s concept and product testing

The Gut Stuff boosts gut-health snack appeal in 3 weeks with Greenbook

The Gut Stuff, a brand in the functional snack bar category, wanted to understand consumer expectations for a gut-health product and how their offering met them. Their challenge was to gather data quickly to support retailer buy-in. The vendor Greenbook was commissioned to complete this project in just three weeks.

Greenbook implemented a Concept Product Test IHUT with 150 category buyers, supplemented by their Sensory Portrait add-on. This solution provided thorough data on consumer perception and the product's sensory attributes. The results showed that The Gut Stuff achieved parity with major sweet snack brands for overall appeal and purchase intent, and 86% of consumers agreed the product improved their gut health. This research helped the brand secure major UK retail listings.

The Gut Stuff