Healthy Convenience That Missed the Mark

Healthy convenience that missed the mark

In the world of healthy foods, the air fryer marked a clear turning point—especially after the pandemic, when its popularity skyrocketed. This shift opened new possibilities for many brands that successfully aligned their value proposition with emerging kitchen habits.

Our client, a global food company, wanted to capitalize on this opportunity. Among their proposals was a new line of frozen snacks designed for consumers seeking convenience without compromising their healthy lifestyle. To validate the innovation, we carried out a two-phase qualitative study.

First, we evaluated the communication concepts through qualitative interviews. Then, we conducted a second phase using an ethnographic approach, which allowed us to gain a deeper understanding of consumer behaviors, habits, and preferences regarding air fryer usage.

From the very first phase, something didn’t click: enthusiasm simply didn't take off. It wasn't until the second phase that we had a deeper understanding of what was going on. By exploring habits, tensions, and motivations, we identified key opportunities to refocus both the product and its communication.

Our findings helped redefine the strategy by prioritizing more relevant benefits, appropriate channels, and messages that truly resonated with the everyday lives of this audience. The result was a more genuine connection with the product and greater openness toward this type of innovation.