The power of co-creation: Is consumer input shaping the future of snacks?
Engaging consumers in the product development process has become a strategic advantage for brands.
The recent launch of Myna Snacks' pizza-flavored cracker illustrates this perfectly. The treat – made with real cheese, Italian herbs and gluten-free almond flour – wasn’t merely the result of internal innovation but emerged from direct input gathered through Myna’s Snack Lab. This digital platform invites snack enthusiasts to share their preferences, ideas and flavor cravings, transforming feedback into a cornerstone of product development.
So, in essence, the new cracker is a direct reflection of what Myna’s community wanted: a savory, guilt-free snack that packs the punch of pizza flavor with added health benefits like 7g of protein and essential vitamins.
Co-creation: Building loyalty, boosting innovation and driving sales
This approach taps into a broader trend across the food sector. More than just validating product concepts, co-creation fosters a sense of community and loyalty, giving consumers a personal connection when their ideas manifest in the market. Beyond that, it gives brands the opportunity to think outside the box.
“The best ideas come from the people who love snacks the most,” said Myna’s CEO Darcey Macken.
“Our Snack Lab is an exciting initiative that allows us to co-create with our community and this new pizza-flavored cracker is a direct result of that collaboration. It’s a testament to our commitment to delivering nutritious snacks that not only taste great but also resonate with the tastes of our core fans.
“By engaging with our core fans, Myna has ensured the new product resonates deeply, enhancing its chance of success in an oversaturated snack market.”
Myna is far from alone in adopting this consumer-centric approach. Numerous major brands have embraced similar models, recognizing the power of involving their customer base in product development.
Lay’s, for instance, has turned consumer engagement into an art form with its Do Us a Flavor contest. This initiative has resulted in crowd-sourced creations like Wasabi Ginger and Cheesy Garlic Bread. Through public voting and submissions, Lay’s has given its consumers a voice in shaping its product offerings, making them feel directly involved in the brand’s evolution.
Mondelez International has employed a similar strategy with its My Oreo Creation campaign. By inviting consumers to suggest new flavor ideas, the company has launched unique offerings such as Cherry Cola and Kettle Corn Oreos: flavors that were both innovative and consumer driven. This level of interaction gives fans a sense of ownership and fosters loyalty, helping Oreo maintain relevance in a rapidly changing market.
Ben & Jerry’s has long used its Flavor Gurus initiative to solicit input from its community, leading to popular flavors like Late Night Snack – a vanilla bean ice cream base loaded with salty and sweet surprises, including fudge-covered potato chip clusters and a swirl of salted caramel – which has sadly been discontinued.
Similarly, PepsiCo’s DEWcision campaign allowed consumers to vote on which new Mountain Dew flavor would hit shelves, cementing a sense of collaboration between the brand and its consumers.
Why co-creation is more than just a trend
The benefits of involving consumers in the development process are clear. It helps companies tailor products more closely to consumer needs, boosting the chances of success. At the same time, it strengthens relationships, as customers feel their voices are not only heard but valued. This participatory approach helps brands remain nimble and responsive to evolving tastes, particularly in competitive and fast-moving sectors like bakery and snacks.
Industry data further backs up the benefits of this model. A review published in MDPI Foods points to the positive correlation between consumer involvement and product success.
According to the study, early consumer engagement not only aligns product attributes with market demands but also fosters greater brand loyalty. Consumers who actively participate in NPD are more likely to feel invested in the brand, increasing their likelihood of repeat purchases and even their willingness to pay a premium for customized products. This level of consumer buy-in is invaluable in an industry where as many as 75% of new products fail to meet sales expectations.
Additionally, an ongoing survey conducted by Rich Products has revealed a segment of bakery consumers – dubbed Engaged Explorers – are particularly eager to personalize their purchases and explore new flavors. This cohort, representing about 20% of bakery shoppers, not only spends more but also advocates for new innovations when given the chance to participate in product design. The survey also found these consumers are particularly motivated by opportunities to contribute their preferences, making them key drivers of bakery sales and product development.
Co-creation is far more than a passing trend: it’s a powerful strategy for driving innovation and building customer loyalty in an increasingly competitive marketplace. With the rise of digital platforms and social media, engaging consumers in meaningful ways has never been easier and the benefits are clear: stronger customer relationships, more successful product launches and a deeper connection between brands and the people they serve.
Brands that give their consumers a voice not only develop products that align more closely with market demands but also create an invaluable sense of community and loyalty. As more brands follow Myna Snacks’ lead, this co-creation model will undoubtedly become a cornerstone of innovation across the sector.
Study:
The Link between the Consumer and the Innovations in Food Product Development
Authors: Raquel Guiné, Sofia Florença, et al
Foods 2020, 9(9), 1317
