A large cashew processor and exporter wished to enter the branded nuts space, which was very nascent in India, with only a handful of local players. The nut segment in India is a largely unbranded market, with layers of distributors and retailers, repacking for local consumers.
Nuts being expensive products, the purchase pattern was for small quantities, as required for specific consumption needs. The pricing was also inelastic and tended to follow the commodity prices, with very little buy-in for more expensive brands.
Scion’s consumer insight research revealed a gap in the branded savoury snacking segment. There were very few alternates to chips and Indian cottage industry fried snacks. Scion created the brand R U Nutz and positioned it as an in-between snack and a trendy cocktail accompaniment.
An innovative popcorn shaped pack, with stark black & white caricatures, ensured immediate association with good times. We also developed a topical advertising campaign for quick recall and brand association.