Guylian about Normec Sensory
The impact of sensory research on packaging innovation
Packaging is the first thing consumers see when they encounter a product. It is therefore one of the most important factors determining an initial purchase. Guylian, a leading Belgian chocolatier, wanted to revamp the packaging of its chocolate seafood products and called on the expertise of Normec Sensory (part of Normec Foodcare) to gain concrete and substantiated insights. “Thanks to the results of the study, we were able to make informed decisions about how to communicate about our new, innovative packaging,” says Maria Papadopoulou, Brand Manager at Guylian.
Sustainable packaging with a luxurious look
For Guylian, the starting point was clear: the new packaging for its chocolate sea fruits had to be more than just sustainable. Although using less plastic was essential to achieving its sustainability goals, the real focus was on creating packaging with a luxurious look. “We wanted to ‘premiumize’ our packaging to enhance the consumer experience,” says Maria Papadopoulou, Brand Manager at Guylian. “But we didn't want to make assumptions; we wanted concrete, substantiated insights. That's why we called on the expertise of Normec Sensory.”
Packaging research
Packaging research using a semi-monadic test design (the panel member tests several products that are presented one at a time) was used to assess how the new packaging for the chocolate seafood products was rated compared to the old packaging in terms of various aspects, such as aesthetics and ease of use. “Thanks to the results of the research, we were able to validate our assumptions and make informed decisions about how to communicate about our new, innovative packaging,” Maria continues. The new packaging was clearly rated more positively by the consumer panel, enabling Guylian to use the results in its marketing campaign.
About Guylian
Sensory research is the foundation
“The entire process went smoothly and quickly, and the results were clearly explained,” said Maria. She also emphasized the importance of well-informed decisions: “Don’t just go to market without testing consumers’ perceptions of your product. Sensory research gives you the insights you need to make informed decisions.”
Guylian emphasizes the positive collaboration with Normec Sensory. Maria: “We were well supported, particularly in terms of speed and flexibility. There was clear communication and guidance at every step of the process. It went smoothly, quickly, and the results were exactly what we needed to support our strategy to position our brand even more strongly in the market.”
More about Normec Sensory
Normec Sensory
Amstelveen Netherlands