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People don’t like bad stuff in their food, but they don’t like it when their favourites are messed with either. How did we convince consumers that removing bad stuff from Mac & Cheese and making it healthier wouldn’t change the taste they love? We didn’t tell them. And ran the world’s largest blind taste test. After three months and 50 million boxes sold, without one complaint, we came clean making prime time news all over the USA and generating 1billion earned impressions and 11% uplift in sales.