Dreamfarm: Spreading Health & Sustainability - Reinventing Plant-Based Spreads​

Haystack proposed a hybrid methodology combining expert panel data and consumers’ liking to gain deeper insights into the difference between the old and reformulated recipe. The expert panel objectively described the products in a consensus scoring, resulting in intensity scores of the most important, discriminating attributes. In the qualitative consumer phase, we asked the respondents to test the old versus the new formula of the spread at home to fully understand the impact of the context on the product information. They were asked to give their preference after each consumption moment. The first consumption moment was controlled: the spread needed to be tested plain on a slice of bread - at the second consumption moment, they were free to choose how they consume the product. We asked the respondents to film themselves while evaluating the product, to be able to present the client with footage of the consumption moments.​

Through the innovative combination of a sensory and qualitative research, Haystack consulting was able to give clear recommendations to the startup. Due to its more neutral taste and higher firmness, the reformulated recipe of the spread had a higher consumer liking when it was combined with extra toppings, such as vegetables, but not when eaten plain. The startup should invest in highlighting the health benefits of the product and broadening the range of product options, including additional toppings and recipes showcased on the packaging. This case study highlights the importance of a balance between nutritional improvements and consumer preferences in the food industry and positioning the product correctly in the market. ​