Beginning Jan. 27 while supplies last, siggi’s is offering for $30 a 30-day supply of its 0% yogurts in various flavors, including Strawberry, Raspberry, Vanilla, Blueberry, Mixed Berry & Acai, along with a spoon, eye mask, timer, journal and a pen to help consumers fully experience their food and thoughtfully reset their palates by consuming “whole foods with simple ingredients, which can translate to a healthier lifestyle.”
Ana Milicevic, siggi’s senior brand director, explained to FoodNavigator-USA that that while siggi’s “has always strived for lower sugar, more protein and simple ingredients, and believes in using real fruit so that the yogurt actually tastes like the real deal,” the company also knows that some consumers “might not recognize the subtle sweetness of real fruit, because they’ve been desensitized from an overconsumption of overly sweetened foods.”
As such, the brand created the Palate Training Kit “to help kickstart efforts to be more aware of how sugar can impact taste,” by providing a month’s supply of its yogurts, an eye mask and timer “to make eating a more mindful experience where you use all your sense,” and a journal to record experiences along the way.
Pandemic elevates consumers’ sugar concerns
The kit, which is available exclusively on siggi’s.com, comes at a time when consumers increasingly are making the connection between their health and diet, and looking for ways to improve both and bolster their immunity in the face of COVID-19.
According to recently published research by FMCG Gurus, 70% of consumers are taking steps to boost their immunity and 66% of these are reducing sugar to improve their diets.
“This shows that consumers do not associate sugar with offering nutrition value. It also shows that consumers are conscious that health problems related to sugar, such as obesity and diabetes, are seen to have a direct impact on the immune system,” FMCG Gurus reports.
More broadly, FMCG Gurus says 40% of all global consumers say they are trying to cut back on sugar, with many relying on low sugar claims to guide their purchases.
Siggi’s has always leveraged low sugar claims in marketing, including its slogans “made with simple ingredients and not a lot of sugar,” and “more protein than sugar,” as well as comparison claims on packaging touting lower sugar than leading competitors.
Moving beyond sugar reduction claims
While these claims likely resonate with well-intentioned consumers, high sugar consumption rates generally show they are not enough to change consumer habits.
With this in mind, the kit seeks to address what FMCG Gurus calls the “two key challenges which consumers face; taste and convenience,” by guiding consumers to better appreciate the taste of its less sweet yogurts and shipping them directly to consumers for ultimate ease.
“We know that since the pandemic began, consumers are prioritizing health and nutrition at new levels. As a nutrition-focused brand, we’ve been able to continue to engage with consumers around these topics — and reach new consumers, too. In addition to this, we’ve seen shoppers change their behaviors and rely heavily on online grocery shopping options. We hope this kit will continue to keep health at the forefront of consumers’ minds – bringing nutritious yogurt and mindful eating straight to their homes with the click of a button,” Milicevic said.
The kit also is an example of how brands can act on FMCG Guru’s recommendation to make sugar reduction “fun and inspirational, as consumers do not want to be associating this with sacrifice.”
In addition, the kit provides a safe experience for consumers staying at home as well as a unique marketing opportunity for the brand as consumers likely will share their experiences with others online.
“The kit will mainly be supported through social media and digital communication – and, we hope, through word-of-mouth once our loyal fans hear about it,” Milicevic notes.