Transcription
A call comes in from the office in Belgium and it says, "We've got a problem. We don't understand it. We've got a very heavy selling biscuit, very popular in the Belgian market, and we've just introduced a lower fat variant of the product and the sales have fallen off a cliff. It's weird because we researched the product and people like the taste. They couldn't tell the difference in blind taste testing. Everybody in research tells us they want a lower fat biscuit. And yet having launched this thing and expected an increase in sales, we've got the absolute opposite.
Logic tells people that since they can't tell the difference between these two biscuits and they will be completely unaffected in their enjoyment of the biscuit. And in that case, we just said very simple question. Did you put now with lower fat on the packaging? And they said, well, of course we did. We spent a lot of money perfecting this lower fat formulation. Why on earth would we not boast about it on the packaging? We said, that's your problem. If you want the population to eat healthier, maybe the way to do it is by stealth.