[MONDAY MINUTE] Why Your Brain Rejects Savory Protein Bars
From the Joshua Schall Audio Experience · 00:00:55
Show by Joshua Schall
For years, consumer survey data has consistently signaled consumers want more product innovation at the intersection of savory, high-protein, and convenience. So then, why do savory protein bars always fail? While each brand mixed different tasty combinations of animal proteins, herbs, and spices together…they all overlooked packaging psychology. Essentially, when a savory snack is packaged in a candy bar shape, it triggers cross-modal correspondences, a psychological phenomenon where visual cues (like shape and design) automatically set unconscious expectations for taste and flavor. But now startup brands like Takeaways are utilizing those consumer insights…ditching the “brick shape” of traditional protein bars for a longer and thinner form factor (resembling cheese or beef sticks). And while I haven’t tried these cheese-coated protein puffs just yet, I’m rooting for them (and others) to disrupt a market suffering from sweet protein fatigue.
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