Case Study: Andy Crisps optimizes gluten-free messaging with Nielsen Consumer Neuroscience

Communicating Health without Compromising Taste

Andy Crisps, an international cracker and chip company, wanted to launch a gluten free rice-based cracker in the US and UK. The company needed to communicate the product’s health benefits without hurting perceptions of taste, while tailoring messaging to each market. It worked with Nielsen Consumer Neuroscience on the concept development process.

Nielsen Consumer Neuroscience tested 10 concepts using EEG technology to measure nonconscious emotional response. The study found that emphasizing great taste and using positive phrasing performed better than negative wording such as “without” or “no,” and that health benefits should be associated with the consumer rather than the food. Andy Crisps then applied these findings to product messaging and advertising to improve appeal across the two markets.

Andy Crisps