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How a wellness brand broke into snacks and beat projections using pricing intelligence from Starlight
Results
Overview
A fitness lifestyle brand with strong core loyalty set its sights on a new category: healthy snacks. To break into retail, it needed to validate demand, identify new buyer personas, and determine the right pricing strategy for a product with unfamiliar dynamics.
Challenge
The product—a nutritious, on-the-go snack—had appeal. But leadership wanted clarity on three fronts: Would current fitness-focused customers buy in? Could the brand attract new segments beyond its base? And what was the optimal price that balanced competitiveness and perceived value?
Without answers, the risk of launching a mispriced product or missing the mark with buyers was too high.
Solutions & Insights
Starlight began with social listening to assess how the brand’s equity carried into the snack space and how consumers perceived competitors. These insights shaped a discrete choice conjoint survey to test demand across price points and messaging angles.
Findings showed strong interest from existing fitness users—over two-thirds said they’d try the snack—and revealed a new high-potential segment: 30–45-year-old office professionals seeking healthy desk snacks. This group responded to emotional cues like “comfort” and “indulgence,” expanding the brand’s narrative beyond performance. Consumers were also willing to pay 25% more than expected, and 33% more than for competing products.
Starlight quickly socialized these insights across teams to align efforts before key retailer pitches. The outcome: 2,000 big box retail stores secured in six months, 175% sales over forecast in 18 months, and nearly 4% market share by Year 2.
“Chris + Starlight gave us the data to think bigger—and the tools to pitch smarter. This wasn’t just pricing research; it was our launch strategy.”
— Head of Growth, Confidential Fitness Brand
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