New flavors and a price ceiling for a snack manufacturer

The ask

A chips manufacturer planned to launch new flavor variants and wanted to raise prices — but needed evidence on which flavors would sell and what price the market would actually bear.

Approach

• Consumer survey measuring flavor preferences across the candidate range.
• Van Westendorp Price Sensitivity Meter to map the acceptable price band and optimal price point.
• Purchase-intent measurement at candidate price points to estimate demand.

What the research showed

• A clear preference ranking across candidate flavors, separating launch-ready variants from concepts to drop.
• The acceptable price range and the point of marginal expensiveness — the ceiling beyond which volume falls off.
• Estimated purchase volumes at each candidate price point, connecting pricing to revenue scenarios.

Delivered

A report on consumer preferences and price positioning: which flavors to launch, which price segment the brand can enter, and the projected uptake at the recommended price.

Prior engagement led by Andrei Akhtyrskii, PhD. Client identity withheld where confidentiality applies.