How Tandy's packaging redesign drove 15% higher purchase intent

Tandy used consumer insights to validate critical innovation decisions - from packaging redesign to new product validation. Their research-backed approach to packaging redesign was key for internal buy-in.

Key results

15% increase in purchase intent

with data-driven packaging redesign

48-hour turnaround

from research to organizational buy-in

Established performance benchmarks

for future product and packaging testing

We were able to show with research that there was a 15% increase in purchase intent with our new packaging concept. That data de-risked the decision and got everyone comfortable with a more substantial rebrand.

Emily Zwerner

Marketing Lead at Tandy

OPPORTUNITY

Creating a new category with the right positioning

When Tandy launched their functional gummies in 2024, they brought an entirely new offering in the candy aisle - one that combined tasty indulgence with functional ingredients like Gaba and L-theanine. At launch, the products were selling well above forecast. But when Tandy moved from end-of-aisle displays to in-line placement, the items weren't breaking through as expected.

Tandy needed to quickly understand how to optimize positioning and branding. They wanted packaging that conveyed strong taste appeal, clearly communicated functional benefits, and resonated with their millennial and Gen Z audience. They had just three weeks before new artwork was due to the printer.

APPROACH

Testing packaging concepts with Zappi

Tandy used Zappi's innovation platform to quickly validate their new packaging designs before getting buy-in internally. They tested the existing design against the new concept with their target audience (millennial and gen z women), measuring purchase intent and brand perception attributes.

RESULTS

15% lift validated the redesign

After testing with Zappi, Tandy got the results they needed to make key packaging decisions. The new design showed a 15% increase in purchase intent compared to the original concept, and shoppers rated it 23% higher on key attributes. Within 48 hours of fielding the research, Emily had synthesized the findings, shared them with the organization, and received approval to release the new artwork to print.

IMPACT

Speed and credibility with stakeholders

Fast research changed how Tandy made critical decisions. When they needed to pivot their packaging strategy, they had data within 24 hours and shared findings with the organization within 48 hours. This speed was essential - their artwork deadline was urgent, and traditional research timelines wouldn't have worked.

IMPACT

Building a research-driven approach

The success of this packaging validation established research as a core part of Tandy's decision-making. Rather than relying on instinct, they now have a proven method for testing concepts and package design - now with benchmarks that they can use for future testing. This foundation enables them to move faster and more confidently as they continue expanding their product line and retail presence.