The snacks market in India is dominated by western snacks like chips & extruded snacks. The youthful and edgy imagery of western snacks backed by heavy investments in media over the last decade has made the indigenous traditional category seem archaic to the consumers of today. This trend is most evident in the snacking aisle / shelf of shops where the western snacks occupy 90% of shelf space, leaving the few traditional snack brands invisible on the shelf.
The western snacks were capitalising on impulse buys whereas the traditional snacks were being sustained by homemakers who purchased them as a part of their monthly planned purchase.
MTR had forayed into the traditional snacks segment in 2012 with a range of 9 snacks but was not able to establish a strong foothold. The Snacks were slated for a relaunch in 2013. MTR approached Owlworx for redesigning their packaging.
Traditional snacks can trigger impulse purchase.
MTR’s core value is authentic taste in modern form. The new packaging captured this idea by using bold colours and dynamic pack graphics that traditionally, a part of western snacks.
The packaging made a bold new statement that traditional was not boring, it is as much fun as the western snacls.
The new MTR SnackUp packaging was an instant hit with not just the customers but amongst the trade partners, distributors as well as the sales team. The sales for the product skyrocketed and the product sold over 10000 SKUs without any marketing intervention.