POSITIONING A NEW CHOCOLATE LINE FOR MODERN APPEAL
To successfully launch a modern chocolate sub-brand, this confectionery manufacturer partnered with TrueSense Research to uncover the optimal positioning, name, and packaging — leading to strong retailer buy-in, break-through shelf appeal, and a market debut that exceeded expectations.
THE CHALLENGE
A leading premium chocolate brand was preparing to launch a new sub-brand aimed at capturing a fresh market opportunity. While the parent brand was known for its heritage and craftsmanship, this new line needed to feel distinct, modern, and exciting—while still staying true to the credibility of the established brand.
The product team had developed a unique concept: a high-quality, chef-inspired chocolate line with unexpected flavor combinations. But, three major questions needed to be answered before they could launch with confidence:
-
How should the sub-brand be positioned? Should it lean into luxury, creativity, or accessibility?
-
What should it be named? Should it connect to the parent brand or stand alone?
-
Which packaging is the most appealing to the target consumer?
We knew we had a product with a lot of potential on our hands. But we had to know exactly how to position it to breakthrough to consumers. Our goal was to hit this launch out of the park!"
With a major retailer expressing interest in the line, the team needed clear, research-backed answers before moving forward.
THE RESEARCH
To ensure a strategic and successful launch, the brand partnered with TrueSense Research to refine the sub-brand’s positioning, name, and go-to-market strategy. The research focused on two critical areas:
1. Positioning & Name Testing
To identify the strongest positioning and name, TrueSense conducted:
-
Consumer Focus Groups – Engaging with chocolate enthusiasts in moderated group setting to understand what makes the new chocolate brand feel exciting and worth trying compared to the other brands in the market
-
Name Testing Surveys – Measuring consumer reactions to multiple name options, assessing clarity, emotional connection, and premium perception
Key insight: Consumers gravitated toward positioning that appealed to their desire for authenticity and connection with the brand. The positioning that emphasized chef-inspired creativity rather than simply "premium" or "luxury" stood out. A name that suggested artistry and craftsmanship performed best.
2. Competitive Analysis
With many new chocolate brands entering the market, TrueSense evaluated:
-
How the sub-brand stacked up against competitors in perceived quality, uniqueness, and relevance
-
What packaging elements drove attention in contrast to competition
-
What price points felt premium but approachable, ensuring the sub-brand fit within category expectations
Key insight: The research confirmed that a sleek, but slightly playful brand identity was key to attracting consumers who sought premium chocolate, but didn’t want it to feel too traditional or exclusive like the competition.
THE IMPACT
Armed with these insights, the brand team was able to confidently move forward on a name, positioning, and packaging. The final launch plan emphasized authenticity and culinary creativity, setting the brand apart from competitors in the premium category.
The results:
-
Strong retailer buy-in, with increased shelf space given the clear consumer appeal
-
A successful market debut, with early sales outperforming projections
-
Positive consumer response, with high repeat purchase rates
By investing in research upfront, the brand team ensured its new sub-brand entered the market with clarity and impact—avoiding costly repositioning down the line.
GET IN TOUCH
Contact us to discover how we can bring your products to the next level.
