You know your product is great. But if shoppers don’t understand what it is or how it fits into their life, they won’t buy it.
Learn how to translate something unfamiliar into everyday shopping behavior and connect with consumers.
For founders who are:
Introducing a global food product to U.S. consumers
Launching in a category where education is half the battle
Figuring out packaging, messaging, and placement
1. Make the unfamiliar feel familiar
If consumers don’t “get it” in three seconds, they’ll walk away. Anchor your product in something they already know. Use this checklist to start:
Can you explain your product in one clear sentence?
What familiar product are you replacing in their pantry?
What everyday need does it meet? (taste, health, convenience, culture)
Does it fit a lifestyle or trend? (high protein, global snacking, gut health)
Can you describe it without regional or niche terms?
2. Watch how consumers actually use your product
Your assumption ≠ reality. Conduct taste tests with people outside your circle, and use the insights to adjust format or flavor.
How do they describe it in their own words?
What’s the first question they ask before trying it?
What category do they expect to find it in at the store?
How do they eat it? Do they pair it with anything else?
3. Let packaging and placement do the explaining
At retail, no one’s there to stand next to the shelf and explain it for you. Your packaging and placement carry the whole load. Make sure they:
State clearly what it is and how to use it
Use visuals to suggest usage
Stand out on shelf: bold, clean, readable from 3+ feet
Placement should give shoppers an idea of intended use
Checklist: Will consumers understand your product?
Can you explain the product in one clear sentence?
Have you tested with people outside your core audience?
Do shoppers understand how and when to use your product?
Do you offer formats/flavors that consumers understand?
Does your packaging clearly show how your product should be consumed?
Does your shelf placement make sense to shoppers?
Bottom line: Don’t assume people will “figure it out.” Build the shortcut for them in your message, your packaging, and your placement.
Know someone trying to get their food brand off the ground? Do them (and us!) a favor and pass along this playbook.
