COFFEE CRISP is too well known for its own good. Some brands would kill for that problem, but for COFFEE CRISP it’s driving year over year decline. While COFFEE CRISP doesn’t suffer from a lack of awareness or love for its distinctive taste, it has been deemed too messy and indulgent for every day.

Today with infinite snacking options, how people treat themselves has changed significantly since the glory days when COFFEE CRISP was known as ‘a nice light snack’. In a competitive and growing category, chocolate bars are now also competing with everything from healthy snacks to specialty dessert coffees.

Our objectives were a 5% increase in sales YOY, an ambitious 22% lift in new shoppers to COFFEE CRISP and an increase in 4-week period velocity, +14% of COFFEE CRISP Regular 50g bar (for CCThins 36g), and +17% of COFFEE CRISP Future Consumption formats (for CCThins 171g).