Haldiram's
Haldiram's
Haldiram's
FOOD & BEVERAGES
CATEGORY EXTENSION
2023
Context
Context
India's market leader in namkeens and sweets wanted to enter the sugar-free category in the sweets segment without compromising existing brand equity of indulgence.
India's market leader in namkeens and sweets wanted to enter the sugar-free category in the sweets segment without compromising existing brand equity of indulgence.
Challenge
While sugar substitutes were available in the market, the category was small and burdened by skepticism. Sugar-free sweets were often perceived as medicinal, compromise-driven, or inferior in taste. This posed a challenge for the brand as it was known for richness in taste. In addition, many new-age brands were well-positioned in this category with a singular focus on health and wellness.
While sugar substitutes were available in the market, the category was small and burdened by skepticism. Sugar-free sweets were often perceived as medicinal, compromise-driven, or inferior in taste. This posed a challenge for the brand as it was known for richness in taste. In addition, many new-age brands were well-positioned in this category with a singular focus on health and wellness.
Insights
Insights
Most consumers who had dietary restrictions tended to eat normal sweets anyways because of the difference in flavour but would then feel anxious about it. They didn't want to give up eating sweets. They wanted to be able to indulge in sweets without guilt or stress.
Most consumers who had dietary restrictions tended to eat normal sweets anyways because of the difference in flavour but would then feel anxious about it. They didn't want to give up eating sweets. They wanted to be able to indulge in sweets without guilt or stress.
Strategic Output
Strategic Output
Reframing the range from "sugar-free" to "No Added Sugar" helped reduce the cognitive dissonance that was created when consumers thought of healthy mithai. The packaging assets created established the product range as health-conscious yet indulgence-heavy.
Reframing the range from "sugar-free" to "No Added Sugar" helped reduce the cognitive dissonance that was created when consumers thought of healthy mithai. The packaging assets created established the product range as health-conscious yet indulgence-heavy.
