"If not completely satisfied with the cookie-to-cream ratio," policyholders can file a claim and seek reimbursement in the form of a replacement tub of ice cream of the insured's choosing. (Credit: Unilever North America)
Consumer packaged goods manufacturers take big risks when updating product formulations and packaging, toying with the possibility of irritating the incredibly tight bond consumers have with their favorite snack brands.
In the spring of 2010, SunChips tasted consumers' wrath after introducing the world's first 100% compostable chip bag. The mantellic packaging produced a sound too granting for consumers' delicate aural senses, and the update was pulled. Similarly, the now-defunct New England Confectionery Co. irked candy lovers when it replaced bright, artificial colors in NECCO Wafers with natural colors, which have more muted tones. The change led to a 35% drop in sales, and two years later, the company reverted back to the previous recipe.
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Steve Hallo
Steve Hallo is managing editor of PropertyCasualty360.com. He can be reached at [email protected]
