Reformulated Product Reactions: Protein and Fiber Claims Study

Thanks for taking part! We'd like your honest reactions to a recently reformulated food product with new protein and fiber claims. Your responses are completely confidential and anonymized. This takes about 6-7 minutes, and there are no right or wrong answers.

In the last 3 months, how often have you purchased (Replace with Brand X's product line)?

• Never
• Once
• 2-3 times
• 4-6 times
• More than 6 times

Here is the updated packaging copy for the reformulated product. Please highlight the words or phrases that stand out to you the most, whether positively or negatively.

NOW WITH 20g PROTEIN AND 10g FIBER PER SERVING. Same great taste you love, reformulated to help you feel fuller, longer. No artificial sweeteners. (Template note: replace with your own product's actua…

After reading this updated packaging, how likely are you to buy this product the next time you shop?

Based on the new claims, how do you expect this reformulated version to taste compared to the original?

How much do you agree with each statement about this reformulated product?

For a product like this, which claims matter most to you, and which matter least?

• Added 20g protein per serving
• Now contains 10g fiber per serving
• Reduced sugar by 30%
• Non-GMO ingredients
• No artificial sweeteners
• Same great taste, reformulated recipe
• Lower sodium per serving

You have 100 points to distribute. Please allocate them based on how much each factor drives your decision to buy this product.

• Taste
• Protein content
• Fiber content
• Price
• Brand trust
• Packaging and claims

Thinking about the reformulated (Replace with product name), please answer with a specific price in mind.

• At what price would this product be so cheap that you'd question its quality or the health claims?
• At what price would this product be a bargain — a great buy for the money?
• At what price would this product start to feel expensive, though you'd still consider buying it?
• At what price would this product be so expensive that you would not consider buying it?

How likely are you to switch from your usual protein or fiber snack brand to try this reformulated product?

• Very likely
• Somewhat likely
• Not sure yet
• Somewhat unlikely
• Very unlikely

Explore the real tension between health claims and taste in the respondent's reaction to this reformulation: ask what specifically made them more or less interested after seeing the protein and fiber claims, and whether they actually believe the taste will hold up. If they rated purchase intent low, probe whether it's about taste doubts, price, distrust of the claims, or loyalty to the original recipe. If they rated it high, check whether that's genuine interest or just curiosity to try it once.

Almost done — just a couple of quick optional questions about you.

Which age range do you fall into?

• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+
• Prefer not to say

Which best describes your current diet or eating pattern?

• No specific diet
• High-protein focused
• Vegetarian
• Vegan
• Low-carb / keto
• Gluten-free
• Other
• Prefer not to say

Thank you for your feedback! Your responses, along with your AI follow-up conversation, will help our product and marketing teams decide how to finalize the claims and messaging on this reformulated product.