Context

Board Bia, The Irish Food board supports local manufacturers through the provision of services including, consumer and category insight. With the sugar tax looming, they commissioned brand development & innovation agency Haines McGregor to provide vital clues on how to navigate this.

Project

Leading this consumer-centric project, we blended expert interviews, a semiotic category review and consumer depth and groups to identify tensions and possible solutions to guide sugar messaging for the future.

Results

We discovered it was not sugar consumers had fallen out of love with, but rather the lack of clarity around messaging and healthy consumption levels. Therefore through guidance around on-pack messaging and comms we enabled Bord Bia to help local producers to success address and navigate the great sugar debate.