Entering the UK snacking sector
Takis, a viral sensation fuelled by TikTok, aimed to break into the UK’s competitive snack market. With snacking habits differing significantly from the Americas, we were tasked with helping Takis navigate this shift and align their UK team with overseas stakeholders. Through tailored research, we provided insights to guide their strategy and establish their brand in the UK.
Sonder delivers valuable research that's shared globally across our business. They understand our unique proposition in a competitive market, identifying UK growth opportunities. They're incredibly capable at presenting to senior and international stakeholders professionally yet warmly. Simply put, Sonder 'gets us'.
Maddy Hooten
-
Curiosity
Snacking in the UK, especially crisps, is serious business, and Takis—bolstered by TikTok fame—set its sights on breaking into this distinct market. Recognising the differences in snacking habits compared to the Americas, our challenge was to prepare Takis for this shift while helping their UK team align with international stakeholders. We embraced the task head-on.
-
Conscience
Engaging with the TikTok-driven Gen Z audience required a more nuanced approach. We created two bespoke studies—one for the general population and another targeting parents and their children (with parental consent). The aim was to deliver insights that resonated with both groups to ensure Takis’ success in the UK market.
-
Complexity
While data is essential, it’s only valuable if it tells a story. By segmenting the audiences, we crafted distinct narratives, allowing us to highlight the unique strengths, weaknesses, opportunities, and threats for each group. This distinction illuminated how differently each audience related to crisps—a key finding that proved invaluable for Takis.
-
Conviction
With these insights, Takis’ UK team and overseas stakeholders gained a clear understanding of the UK snacking landscape. This allowed them to develop a more targeted, non-linear media strategy, giving them the confidence to adapt and grow in a highly competitive market.
Case Studies
Don't take our word for it - with an average retained tenure of 8 years, our work speaks for itself
Sonder is a full-service agency with expertise in brand, audience and creative research.
Award-winning market research agency for actionable, human-centric insights
