Metcalfes Vision One Case Study

Putting The Pop Into Popcorn

Revealing new insights into UK Healthy snacking market and brand perceptions.

The client was looking for ongoing brand tracking to monitor marketing activity along with brand health and product perceptions for Metcalfe’s Skinny Popcorn and competitors.

We have worked with some of the biggest and best brands out there, discovering new insights, innovating brands and products and inspiring change through the journey of research.

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The Challenge

Metcalfe’s Skinny Popcorn, originally founded by Julian Metcalfe, was bought by Kettle Chips in 2016. The Metcalfe’s Skinny range of popcorn is available in a variety of flavours and packaging sizes. In 2015 the client approached Vision One to conduct Brand Health Checks in the popcorn market to establish and track key brand metrics and KPI’s.

Research Approach
Eight waves of online consumer surveying have been conducted to map the growth and development of Metcalfe’s Skinny Popcorn over time, alongside the development of the Popcorn market.

Research Findings
Our eight waves of research have provided Metcalfe’s Skinny with useful insights into its relative position in the market amongst other competitors and shifts in its position over time. Year on year they have an unparalleled understanding of their consumers, the trends in their market, and their brand perceptions. Armed with this knowledge, Metcalfe’s Skinny are able to act where and when appropriate, ensuring a strong grip on its market.